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农业与农村发展学院学术双周系列讲座 ——暨80周年校庆•院友返校专场

发布时间:2017-11-10 

[讲座主题]  Digital marketing: A framework, review and research agenda

 

[报告人]李虹爽      俄亥俄州立大学助理教授

[主持人]陈卫平      中国人民大学农业与农村发展学院教授

[评论人]于亢亢      中国人民大学农业与农村发展学院副教授

[时 间]   2017年 11月15日(周三)10:00-12:00

[地 点]   中国人民大学明德主楼931会议室

 

[主讲人简介] 

    李虹爽,中国人民大学原农经系2003级本科校友,美国马里兰大学斯密斯商学院营销学博士(2014),现为美国俄亥俄州立大学费舍尔商学院助理教授。研究兴趣包括营销测量与分析、多触点归因、数字化营销、语篇分析和全渠道营销。论文发表在Journal of Marketing Research, Marketing Science等营销领域的顶尖期刊上。

 

[内容简介]

We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.