Challenges and solutions for marketing in a digital era

By Peter S. H. Leeflang, Peter C. Verhoef, P. Dahlström, Tjark Freundt. 2014

717 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Since, the publication of Leminen et al. (2019), Suppatvech, Godsell and Day (2019) provide a literature review on how IoT is linked to industrial services.”
Social media in marketing: A review and analysis of the existing literature (2017, background): “…of their prevalence and leverages, most organisations worldwide have started thinking strategically how they can benefit from social media to make sure they reach their customers as well as contributing to their customers’ experience (Leeflang et al., 2014; Leung et al., 2015; Tuten et al., 2015).”
Customer experience challenges: bringing together digital, physical and social realms (2018, background): “Hence, an organization’s ability to leverage digital technologies is an increasingly important source of competitive advantage because businesses must respond to market dynamics effectively and in a timely manner (Kumar and Reinartz, 2016; Leeflang et al., 2014).”
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, background): “Reputations are usually slowly and carefully built, but they can be easily destroyed, and specifically so in an era where more digital-communication customer engagement can quickly turn to customer enragement (Leeflang et al. 2014).”