Topic
Role of Digital Marketing in the International Context
Instructions
You are required to develop an annotated bibliography of 10 journal articles which you believe have made an important contribution to the debate around the importance or the nature of digital marketing (within an International Context) or any business issue for Business students. You can also relate digital marketing to different business aspects such as business performance, customer satisfaction or loyalty. The
annotated bibliography needs to explain:
Why you believe each article is important;
The philosophical underpinnings and methodological approach taken in each article;
The main findings and key conclusions of the article;
The overall character of the bibliography as a whole, in terms of philosophical underpinnings, methodologies, findings and how representative it is of the debate regarding Digital Marketing/Business issue.
Answer preview
Rowley, J., (2010). The author is a professor in the school of management at Edge Hill University College. She examined the nature of digital marketing by undertaking a structured analysis based on a set of questions. The article highlights the basic characteristics that define digital marketing. The dependent variable in the article is digital marketing while individual characteristics served as independent variables. According to Rowley, digital marketing is well-defined on the basis of digital content and the underlying effects of using digital content in marketing. The author explains the role of stakeholders, including customers in influencing the digital content, and the role of value chain which necessitate involvement of customers on learning and creation of experience.
Word count: 1741