Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Clifford, Monica Janet; Kavitha, R. Title A name given to the resource Contextual Marketing Insights from Literature Review and Implications Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived International Journal of Accounting and Economics Studies;Volume;12;Issue;sI-1;pp.186-191 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.14419/12jyyh39" target="_blank" rel="noreferrer noopener">https://doi.org/10.14419/12jyyh39</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105016790866?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105016790866?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Clifford M.J., Department of Commerce, Christ (Deemed to be University), Bengaluru, India; Kavitha R., School of Commerce, Finance and Accountancy, Christ (Deemed to be University), Bengaluru, India Description An account of the resource The proliferation of new technologies, such as personal digital assistants, or PDAs, and interactive television, amongst other things, has opened a wealth of potential for effectively targeting customers in real time while they are present in a virtual environment. This opens a lot of opportunities for businesses. Customers have access to the World Wide Web and the Internet through their wireless devices, no matter where they are or when they want to use them. Contextual marketing, often referred to as CM and commonly abbreviated as CM, is a strategy that entails providing customers with information that is both individualized and pertinent to their present position at the precise moment when customers need such information. This strategy is essential for luring in new clients and keeping the ones you already have. Clients in an economy that is already oversaturated with information demand not only knowledge, but also products and services that are relevant, personalized, and contextual at the time of purchase. The purpose of this research is to conduct a comprehensive review of the existing literature on contextual marketing in the preceding 20 years, focusing on both the global and the Indian contexts. The development and expansion of contextual marketing, as well as its contemporary consequences regarding earlier published works, are investigated. In the study, the systematic literature review approach of searching for relevant material is used. This research was carried out with the intention of conducting a comprehensive assessment of the existing literature with the purpose of ensuring that the fullest possible list of relevant studies is taken into consideration. To compile the papers comprising the systematic review, an algorithmic search strategy was utilized. An analysis of the previous research was carried out with the use of online databases such as Elsevier, Routledge, Emerald Group, Springer Nature, Sage, Directory of Open Access Journals, Semantic Scholar, Wiley, Academia, JSTOR, and Guildford Press. The study reaches its conclusion by providing a tangible theoretical foundation for contextual marketing while also outlining the ramifications that contextual marketing has in the modern digital world. Authors. Subject The topic of the resource Contextual Marketing; Implications; Marketing Publisher An entity responsible for making the resource available Science Publishing Corporation Inc. Relation A related resource ISSN: 23094508; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Green Open Access; Hybrid Gold Open Access Format The file format, physical medium, or dimensions of the resource online