Digital Marketing for Competitive Advantage

Abstract

 Digital Marketing is continuously evolving field right from the start of the internet use. This article is a review of articles in academic journals, investigating possibility of competitive         advantage that businesses can derive, using various e-marketing activities. 81 main articles published during 2005 and 2019 in various reputed journals on marketing/management fields were analysed     including references to few latest articles. Findings reveal various aspects of competitive advantages in marketing that has received larger attention in management as well as marketing literature in recent years whereas a clear research gap for research dedicated to the adoption of digital marketing by small and medium businesses in India is found.