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Digital marketing challenged by delivering value in the flux business environment

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2017, vol. 7, issue 2, 07-13

Abstract: Today’s companies’ success is depending on the digital transformation on the way of delivering improved experiences, considering digital which has changed the nature of growth, analytics, cloud, the reimagining of core systems, and the partnership between marketing and IT. It is imperative for companies to respond to the identified changes, interacting accordingly with technology, also looking at the new environments created by the virtual and real worlds coming together. B2B marketers need to develop new skills of using marketing technologies, being also need to learn more about optimizing content for revenue growth, considering the central role of customer journeys within the context of B2B relationships’ complexity and of the confirmation of the viability of McKinsey’s Marketing Operating Model.

Keywords: Digital transformation; Digital customer experience; Digital customer journeys; Marketing Operating Model (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2017
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