publication . Other literature type . Article . 2017

Digital Marketing Maturity Models: Overview And Comparison

Bakhtieva, Elina;
Open Access English
  • Published: 05 Mar 2017
  • Publisher: Zenodo
Abstract
The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this pa...
Subjects
free text keywords: B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis.
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Zenodo
Other literature type . 2017
Provider: Datacite
ZENODO
Article . 2017
Provider: ZENODO
Zenodo
Other literature type . 2017
Provider: Datacite
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publication . Other literature type . Article . 2017

Digital Marketing Maturity Models: Overview And Comparison

Bakhtieva, Elina;