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Digital asset management in marketing communication logistics

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. 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Enterprise Information Management Emerald Publishing

Digital asset management in marketing communication logistics

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1741-0398
DOI
10.1108/17410390410531452
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Enterprise Information ManagementEmerald Publishing

Published: Jun 1, 2004

Keywords: Digital communication systems; Information management; Marketing process; Supply chain management

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