Marketing innovations and digital technologies: A systematic review, proposed framework, and future research agenda
系统梳理数字技术如何影响营销创新，识别技术清单及其在营销研究、策略制定和实施中的作用，提出3As分类框架并指出未来研究方向。
Abstract In recent years, scholars and practitioners have increasingly recognized the profound impact of digital technologies (DTs) on reshaping organizations' value propositions and their ability to create, communicate, and deliver value to stakeholders. Given this heightened attention, it is imperative to comprehensively examine how DTs affect marketing innovations. This study reports the results of a systematic review of empirical research on DTs' role in marketing innovations. Specifically, it identifies a comprehensive list of technologies and investigates their relevance in enabling innovative approaches within marketing research, strategy formulation (segmentation, targeting, and positioning), and implementation (product, promotion, place, and price). The study synthesizes emerging themes in the literature, pinpoints research gaps, proposes a 3As framework for classifying DTs in marketing, and delineates future research directions in this pivotal domain.