Applying organisational capability models to assess the maturity of digital-marketing governance.

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Applying organisational capability models to assess the maturity of digital-marketing governance.

Academic Journal

Chaffey, Dave

Langue: English

Publication year: 01/03/2010

ISSN: 0267257X
EAN Papier: 10.1080/02672571003612192

Sujets

Marketing management, Mathematical models of marketing, Marketing channel management, Internet marketing, Management, Marketing strategy, Customer services, Customer retention, Customer relationship management, Customer orientation, Strategic planning, Organization management

The value of capability maturity models for assessing management of digital channels within an organisation is reviewed. The capability maturity model described covers six key digital-marketing activities that need to be managed within an organisation. For each governance activity, key management challenges, which represent potential areas for research and exemplars of previous research, are summarised. The six areas of governance reviewed are: digital channel strategy development; online customer acquisition; online customer conversion and customer experience; customer development and growth; cross-channel integration and brand development; and overall digital channel governance, including change management. [ABSTRACT FROM AUTHOR]

Applying organisational capability models to assess the maturity of digital-marketing governance.

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