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Marketing’s Re-innovation in Terms of Will and Skill

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  • PURCAREA, Theodor

Abstract

There is clear evidence of the new role of marketing within the organizational reset, marketing being seen as a major driver of growth in today’s environment of continuous disruptions and rapid technological change, and marketers being involved in driving the change by identifying the challenges and acting accordingly, creating a brand’s long-term value, struggling to true engagement between brands and their target audiences, focusing on nurturing customer relationships by creating a positive CX at every stage of the customer journey, better linking customer and employee experience, and also better connecting with customers on an emotional level. Marketers do need to rediscover customer journeys within the data refinement process, making possible the company’s guidance by CX insights in all daily decision-making, the adequately engagement with customers not only reactively, but also proactively, including ensuring a good post-conversion CX. They must master the continuous reevaluation of the customer journey from end to end, innovating and re-innovating.

Suggested Citation

  • PURCAREA, Theodor, 2019. "Marketing’s Re-innovation in Terms of Will and Skill," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 9(3), pages 28-43, September.
    • Handle: RePEc:hmm:journl:v:9:y:2019:i:3:p:28-43
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    More about this item

    Keywords

    Marketing’s re-innovation; Customer journeys; CX insights; Brand’s long-term value;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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