دانشگاه علامه طباطبایی

  اخبار و اعلانات

 آمار

تعداد نشریات57
تعداد شماره‌ها1,931
تعداد مقالات15,374
تعداد مشاهده مقاله36,321,307
تعداد دریافت فایل اصل مقاله21,874,026
Salehi, Jalal, Hosseinzadeh, Ali, Bastam, Hadi. (1399). The Agility Model of the Banking Industry in Digital Marketing. سامانه مدیریت نشریات علمی, 2(3), 217-242. doi: 10.22054/dcm.2021.13684
Jalal Salehi; Ali Hosseinzadeh; Hadi Bastam. "The Agility Model of the Banking Industry in Digital Marketing". سامانه مدیریت نشریات علمی, 2, 3, 1399, 217-242. doi: 10.22054/dcm.2021.13684
Salehi, Jalal, Hosseinzadeh, Ali, Bastam, Hadi. (1399). 'The Agility Model of the Banking Industry in Digital Marketing', سامانه مدیریت نشریات علمی, 2(3), pp. 217-242. doi: 10.22054/dcm.2021.13684
Salehi, Jalal, Hosseinzadeh, Ali, Bastam, Hadi. The Agility Model of the Banking Industry in Digital Marketing. سامانه مدیریت نشریات علمی, 1399; 2(3): 217-242. doi: 10.22054/dcm.2021.13684

The Agility Model of the Banking Industry in Digital Marketing

International Journal of Digital Content Management
مقاله 12، دوره 2، شماره 3، خرداد 2021، صفحه 217-242    اصل مقاله (638.77 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2021.13684
نویسندگان
Jalal Salehi1؛ Ali Hosseinzadeh* 2؛ Hadi Bastam3
1PhD Candidate, Business Management, Marketing Management, Faculty of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.
2Assistant Professor of Business Administration, Faculty of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.
3Assistant Professor of Business Administration, Tabaran Higher Education Institute, Mashhad, Iran.
چکیده
The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in creating competitive advantages. Despite the significant role of agility in responding to changes, so far there is no research that identifies the agility components of the banking industry in digital marketing. Thus, based on the designing methods of qualitative research, and investigating digital marketing experimentally and theoretically, this study presents a new model for digital marketing agility in the banking industry. In this research, the key theoretical dimensions of digital marketing agility are identified and some suggestions for facilitating the model implementation are provided. The findings of this study include important results for marketing managers in the banking industry and indicate what strategic measures are needed to establish agile practices in the structure, processes and communications of their digital marketing from a practical perspective in the context of agile digital marketing.
کلیدواژه‌ها
Digital Marketing؛ Agile Digital Marketing؛ Agility
آمار
تعداد مشاهده مقاله: 467
تعداد دریافت فایل اصل مقاله: 713


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب
login