Marketing capabilities in the digital environment - Simona Pa?calau, Valentina -
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The purpose of this paper is to identify the effects of marketing capabilities in the digital environment on the company's performance. To test these effects, the data was obtained through a questionnaire-based survey on a sample of 38 companies that have operations in Romania.The results suggest that the marketing capabilities in the digital environment have a positive effect on the 3 dimensions of performance analysed in this article (performance of customer relations, performance of the marketing of the company, the financial performance of the company) in an emerging economy.

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Produktbeschreibung
The purpose of this paper is to identify the effects of marketing capabilities in the digital environment on the company's performance. To test these effects, the data was obtained through a questionnaire-based survey on a sample of 38 companies that have operations in Romania.The results suggest that the marketing capabilities in the digital environment have a positive effect on the 3 dimensions of performance analysed in this article (performance of customer relations, performance of the marketing of the company, the financial performance of the company) in an emerging economy.
Autorenporträt
Valentina-Simona Päcal¿u:Estudiante de doctorado en la Universidad Occidental de Timisoara, Facultad de Economía y Administración de Empresas, Área de estudio : Marketing.Las áreas de interés de la autora en la investigación incluyen el Marketing, el Marketing Digital y la Comunicación y Negociación Empresarial.