Development of a theoretical marketing technology maturity model
Lade...
Autor:in (Körperschaft)
Publikationsdatum
2024
Typ der Arbeit
Studiengang
Sammlung
Typ
01A - Beitrag in wissenschaftlicher Zeitschrift
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
International Journal of Technology Marketing
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
18
Ausgabe / Nummer
4
Seiten / Dauer
399-423
Patentnummer
Verlag / Herausgebende Institution
Inderscience
Verlagsort / Veranstaltungsort
Geneva
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.
Schlagwörter
Fachgebiet (DDC)
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
1741-8798
1741-878X
1741-878X
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Closed
Lizenz
Zitation
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