數位行銷

行銷

American Marketing Association(2017)定義行銷主要是為顧客、顧客、合作夥伴及整體社會創造、傳遞、提供並交換具有價值的產品或服務的活動、機構與組織以及流程。Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Reference: American Marketing Association. (2017). Definitions of Marketing. Retrieved Nov 9, 2024, from https://www.ama.org/the-definition-of-marketing-what-is-marketing/

Kannan, P. K., & Li, H. A. (2017)定義數位行銷是一企業透過與顧客及合作夥伴一起協同合作，共同創造、傳遞、提供並維持對所有利害關係人具有價值的一種具高度適應性並由科技輔助驅動的過程。（頁23）“an adaptive, technology-enabled process by which ﬁrms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders”

Reference: Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006