Abstract
Digital asset management as a technology for handling electronic material is used in different contexts for various technical purposes. Explores the effects of this technology on the marketing supply chain, being a new application area of digital asset management solutions. 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. Anticipated benefits are evaluated in an indicative case study. The description of marketing supply chains leads to new insights for supply chain management.
| Original language | English |
|---|---|
| Peer-reviewed scientific journal | Journal of Enterprise Information Management |
| Volume | 17 |
| Issue number | 3 |
| Pages (from-to) | 208-218 |
| Number of pages | 11 |
| ISSN | 1741-0398 |
| DOIs | |
| Publication status | Published - 01.06.2004 |
| MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- Digital communication systems
- Information management
- Marketing process
- Supply chain management