Marketing capabilities in the digital environment

By Valentina - Simona Pașcalău

The purpose of this paper is to identify the effects of marketing capabilities in the digital environment on the company's performance. To test these effects, the data was obtained through a questionnaire-based survey on a sample of 38 companies that have operations in Romania.The results suggest that the marketing capabilities in the digital environment have a positive effect on the 3 dimensions of performance analysed in this article (performance of customer relations, performance of the marketing of the company, the financial performance of the company) in an emerging economy.

• Format: Paperback
• Language: English
• ISBN: 6202794801
• ISBN13: 9786202794800
• Release Date: March 2021
• Publisher: LAP Lambert Academic Publishing
• Length: 52 Pages
• Weight: 0.20 lbs.
• Dimensions: 0.1" x 6.0" x 9.0"