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Challenges for digital marketing capabilities within the context of the main ongoing marketing management trend

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2016, vol. 6, issue 4, 08-15

Abstract: It is well-known what a beginning and end for a digital strategy means, and to what are customers responding most positively, and also that there are new disciplines and innovations supporting digital business, and that there is a bridge between human and technology enabling new business models. As digital is a dynamic marketing function, there is a real need to build digital marketing capabilities, including digital strategy, social media, and mobile marketing activities, considering the impact on performance of digital practices, and understanding convergence of market-oriented behaviors associated with the usages and purchases of goods or services. And as digital transformation is the main ongoing marketing management trend, it is important to see not only how the growth within this transformation is fueled, but also the link between challenges and key drivers of this transformation, and to understand how to better approach the personalized marketing.

Keywords: Customer Experience; Digital Marketing Capability; Digital Transformation, Marketing Technology; Personalized Marketing (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2016
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