Challenges and solutions for marketing in a digital era

被引：279

作者：

Leeflang, Peter S. H. ^{[1
,2
]}

Verhoef, Peter C. ^{[1
]}

Dahlstroem, Peter ^{[3
]}

Freundt, Tjark ^{[3
]}

机构：

[1] Univ Groningen, Fac Econ & Business, Dept Mkt, NL-9700 AB Groningen, Netherlands

[2] Aston Univ, Aston Business Sch, Birmingham B4 7ET, W Midlands, England

[3] McKinsey & Co Inc, New York, NY USA

来源：

EUROPEAN MANAGEMENT JOURNAL | 2014年 / 32卷 / 01期

关键词：

Online marketing; Big data; Analytics; Customers; Firm strategies; Social media; CUSTOMER ENGAGEMENT; NETWORK STRUCTURE; SOCIAL MEDIA; INTERNET; IMPACT; PRODUCT; DYNAMICS; CONSEQUENCES; DIFFUSION; KNOWLEDGE;

D O I：

10.1016/j.emj.2013.12.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities digital marketing presents, with little attention on the real challenges companies are facing going digital. In this study, we present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe. The results reveal that filling "talent gaps", adjusting the "organizational design", and implementing "actionable metrics" are the biggest improvement opportunities for companies across sectors. (C) 2013 Elsevier Ltd. All rights reserved.

引用

页码：1 / 12

页数：12

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