IDEAS home Printed from https://ideas.repec.org/a/hmm/journl/v7y2017i2p07-13.html
   My bibliography  Save this article

Digital marketing challenged by delivering value in the flux business environment

Author

Listed:
  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

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.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2017. "Digital marketing challenged by delivering value in the flux business environment," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(2), pages 07-13, June.
    • Handle: RePEc:hmm:journl:v:7:y:2017:i:2:p:07-13
    as

    Download full text from publisher

    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v7i2/2.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Digital transformation; Digital customer experience; Digital customer journeys; Marketing Operating Model;
    All these keywords.

    JEL classification:

    • 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
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hmm:journl:v:7:y:2017:i:2:p:07-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: http://holisticmarketingmanagement.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.