The Impact of Using Digital Technology in Measuring the Marketing Performance

Sebastian Bîrzu ()
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Sebastian Bîrzu: “Gheorghe Asachi” Technical University

Chapter Chapter 5 in Innovation in Sustainable Management and Entrepreneurship, 2020, pp 53-61 from Springer

Abstract: Abstract For a general understanding, digitalization has effects on almost all social and economic sectors. To this mega-trend, new topics become relevant, such as data security, data protection, cyber-crime, management in the digital age, training and further education, social media, and the sharing economy. The focus of this paper is on the impact of using digital technology in the measuring the marketing performance, describing it in terms of digitalization concept, which is a key factor for the Industry 4.0, followed by the classic methods of measuring the marketing performance compared with the digitalization in measuring the marketing performance.

Keywords: Internet; Digital technology; Online/offline marketing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-44711-3_5

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DOI: 10.1007/978-3-030-44711-3_5

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