Combining Process Optimization Techniques and Maturity Models in Digital Marketing: Assessment of Opportunities
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874314" target="_blank" >RIV/70883521:28120/16:43874314 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Combining Process Optimization Techniques and Maturity Models in Digital Marketing: Assessment of Opportunities
Original language description
Optimization methodologies effectively decrease costs and improve effectiveness of marketing. Researchers have long attempted to develop frameworks to diagnose the state of marketing operations in companies based on maturity models. Literature provides evidence of about 100 maturity models. However, none of them focuses on Business-to-Business (B2B) digital marketing. The combination of maturity models and optimization methodologies haven't been deeply researched. This article explores possible ways for combining of the two approaches for a more efficient assessment and process improvement of marketing operations in B2B companies. A prototype of the digital marketing maturity model based on combination of existing maturity models descriptors, XEROX Lean Six Sigma, DMAIC, and DuPont Strategic Marketing process is being presented in the study. A combination of two approaches (maturity model and Lean Six Sigma methodology) is expected to provide companies with a roadmap for performance improvement in digital marketing operations. The paper proposes a tool, which can be used by company managers in order to fulfill process optimization and budget allocation in digital marketing
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 3rd International Conference on Finance and Economics
ISBN
978-80-7454-598-6
ISSN
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e-ISSN
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Number of pages
15
Pages from-to
49-63
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Ho Chi Minh City
Event date
Jun 15, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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