Digital Marketing Strategies Based on the E-Business Model

Abstract

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.