The Agility Model of the Banking Industry in Digital Marketing
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Allameh Tabataba'i University Press
2021-03-01
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| Series: | International Journal of Digital Content Management |
| Subjects: | |
| Online Access: | https://dcm.atu.ac.ir/article_13684_23dd7c6e4dcf5af6a03656831937d1a3.pdf |
| _version_ | 1797386178254602240 |
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| author | Jalal Salehi Ali Hosseinzadeh Hadi Bastam |
| author_facet | Jalal Salehi Ali Hosseinzadeh Hadi Bastam |
| author_sort | Jalal Salehi |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T22:05:17Z |
| format | Article |
| id | doaj.art-712e8bdb5693463286861a6cc5a93968 |
| institution | Directory Open Access Journal |
| issn | 2717-3305 2717-3313 |
| language | English |
| last_indexed | 2024-03-08T22:05:17Z |
| publishDate | 2021-03-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | International Journal of Digital Content Management |
| spelling | doaj.art-712e8bdb5693463286861a6cc5a939682023-12-19T10:17:52ZengAllameh Tabataba'i University PressInternational Journal of Digital Content Management2717-33052717-33132021-03-012321724210.22054/dcm.2021.1368413684The Agility Model of the Banking Industry in Digital MarketingJalal Salehi0Ali Hosseinzadeh1Hadi Bastam2PhD Candidate, Business Management, Marketing Management, Faculty of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.Assistant Professor of Business Administration, Faculty of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.Assistant Professor of Business Administration, Tabaran Higher Education Institute, Mashhad, Iran.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.https://dcm.atu.ac.ir/article_13684_23dd7c6e4dcf5af6a03656831937d1a3.pdfdigital marketingagile digital marketingagility |
| spellingShingle | Jalal Salehi Ali Hosseinzadeh Hadi Bastam The Agility Model of the Banking Industry in Digital Marketing International Journal of Digital Content Management digital marketing agile digital marketing agility |
| title | The Agility Model of the Banking Industry in Digital Marketing |
| title_full | The Agility Model of the Banking Industry in Digital Marketing |
| title_fullStr | The Agility Model of the Banking Industry in Digital Marketing |
| title_full_unstemmed | The Agility Model of the Banking Industry in Digital Marketing |
| title_short | The Agility Model of the Banking Industry in Digital Marketing |
| title_sort | agility model of the banking industry in digital marketing |
| topic | digital marketing agile digital marketing agility |
| url | https://dcm.atu.ac.ir/article_13684_23dd7c6e4dcf5af6a03656831937d1a3.pdf |
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