Applying organisational capability models to assess the maturity of digital-marketing governance

  title={Applying organisational capability models to assess the maturity of digital-marketing governance},
  author={David Chaffey},
  journal={Journal of Marketing Management},
  pages={187 - 196}
  • D. Chaffey
  • Published 29 April 2010
  • Business
  • Journal of Marketing Management
Abstract The value of capability maturity models for assessing management of digital channels within an organisation is reviewed. The capability maturity model described covers six key digital-marketing activities that need to be managed within an organisation. For each governance activity, key management challenges, which represent potential areas for research and exemplars of previous research, are summarised. The six areas of governance reviewed are: digital channel strategy development… 
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