Development of a theoretical marketing technology maturity model
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Author (Corporation)
Publication date
2024
Typ of student thesis
Course of study
Collections
Type
01A - Journal article
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Editor (Corporation)
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Parent work
International Journal of Technology Marketing
Special issue
DOI of the original publication
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Series
Series number
Volume
18
Issue / Number
4
Pages / Duration
399-423
Patent number
Publisher / Publishing institution
Inderscience
Place of publication / Event location
Geneva
Edition
Version
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Practice partner / Client
Abstract
MarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data
analysis, leading to the amalgamation of dimensions such as ‘team structure’ and ‘skills’ into the consolidated ‘people’ dimension. The dimensions – technology and data, strategy, organisation, people and skills, and customers – are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.
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ISBN
ISSN
1741-8798
1741-878X
1741-878X
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
Hüttermann, M., Kaeppeli, L., Rozumowski, A., & Klaas, M. (2024). Development of a theoretical marketing technology maturity model. International Journal of Technology Marketing, 18(4), 399–423. https://doi.org/10.1504/IJTMKT.2024.141864