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Adequately Managing Digital Marketing, Considering the New Consumer Behaviors Driven Including by the Daily Health News

Author

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  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

In the latest six years we focused on digital customer engagement, digital innovation, digital customer experience, digital marketing skills and talent, impact of digital marketing in healthcare and so on. We continue to discuss significant aspects with regard to digital transformation, digital strategy, digital talent, digital and analytics programs, and the new consumer behaviors driven by the daily health news. There is a real need of adequately managing digital marketing, the new norm reshaped by technology and trends, including by better controlling company’s social strategy and improving social branding, considering the integration of AI with IoT, the digital health and the perspective of AI for diagnostics, the start of digital therapeutics, and the transformation of healthcare delivery. There is no doubt that digital transformation based on a very human-centered approach is a must.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2020. "Adequately Managing Digital Marketing, Considering the New Consumer Behaviors Driven Including by the Daily Health News," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(1), pages 11-26, March.
    • Handle: RePEc:hmm:journl:v:10:y:2020:i:1:p:11-26
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    Cited by:

    1. NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2020. "The Connection between Digital Marketing and Relevant Public Relations. The Brand Building Role of Digital Communication," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(2), pages 08-20, July.

    More about this item

    Keywords

    Digital transformation; digital strategy; digital talent; digital and analytics programs; digital health; digital marketing; new consumer behaviors;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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