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Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Ayşegül Sağkaya Güngör

    (Istanbul Medeniyet University)

  • Tuğçe Ozansoy Çadırcı

    (Yıldız Technical University)

Abstract

The most noticeable impact on interactive marketing was the evolution of digital channels. In the domain of contemporary interactive marketing, digital marketing is a remarkable area with its specific focus on interactivity. Focusing on the digital marketing domain as a subset of interactive marketing, this chapter first synthesizes the literature on digital marketing to provide a comprehensive review of the domain. At the same time, it aims to identify the dominant themes of five eras by reviewing 30 years (1990–2020) of research divided into five distinct periods. Then, it investigates the connection between practical and theoretical focuses of the digital marketing research domain while comparing the practical and theoretical evolvement in each era. The analysis reveals that digital marketing has evolved from business-oriented to consumer-oriented. In addition, theory and practice followed each other very closely and acted as triggers for each other in different periods. The chapter concludes with a discussion of the dominant themes of the last era to shed light on future research and give an insight into what is ahead in digital marketing.

Suggested Citation

  • Ayşegül Sağkaya Güngör & Tuğçe Ozansoy Çadırcı, 2023. "Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 65-92, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_4
    DOI: 10.1007/978-3-031-14961-0_4
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