Digital marketing ecosystems and global market expansion: current state and future research agenda

PurposeThis article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational enterprises (MNEs) and offer novel research directions to prompt future research.Design/methodology/approachThe authors firs...

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Bibliographic Details
Published in:International marketing review 2024-10, Vol.41 (5), p.872-885
Main Authors: Nim, Nandini, Pedada, Kiran, Hewett, Kelly
Format: Article
Language:English
Subjects:
Artificial intelligence
Business models
Innovations
Product development
Social responsibility
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