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.
Emerald Group Publishing Limited
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