Digital asset management in marketing communication logistics

Digital asset management as a technology for handling electronic material is used in different contexts for various technical purposes. The paper explores the effects of this technology on the marketing supply chain being a new application area of digital asset management solutions. For this purpose, a conceptual framework is provided to describe marketing processes in the world of information technology and marketing communication logistics. Based on a literature review, possible benefits of digital asset management in this setting are presented. These anticipated benefits are evaluated in an indicative case study. Furthermore, the description of marketing supply chains leads to new insights for supply chain management.