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Building a Path toward Digital Marketing Maturity. The impact of digital marketing in healthcare

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2017, vol. 7, issue 3, 07-21

Abstract: There is an essential role assigned to digital transformation leaders in the increasingly digital competitive environment in which only a few companies are developing into more mature digital organizations. In order to deliver successful customer experiences organizations need to achieve digital marketing success on the way of the never-ending digital journey, reinventing marketing with this kind of journey. This involves a better understanding the impact of digital transformation on professional skillsets, and the disconnect and the divide in digital marketing which is an integral part of any business, improving digital marketing skills, and investing in ongoing skills training, and the last but not the least finding and keeping talent. Research provides true lessons to learn on the role of digital transformation in improving healthcare ecosystems, on the impact of digital marketing in healthcare.

Keywords: Digital transformation; Digital maturity; Digital marketing success; Marketing’s continuous reinvention; Digital marketing skills; Digital marketing in healthcare (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2017
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