Digital asset management in marketing communication logistics

Gyöngyi Kovács*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)

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 languageEnglish
Peer-reviewed scientific journalJournal of Enterprise Information Management
Volume17
Issue number3
Pages (from-to)208-218
Number of pages11
ISSN1741-0398
DOIs
Publication statusPublished - 01.06.2004
MoE publication typeA1 Journal article - refereed

Keywords

  • Digital communication systems
  • Information management
  • Marketing process
  • Supply chain management

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