• Corpus ID: 85453904

Digital lead generation and nurturing: A holistic approach

  title={Digital lead generation and nurturing: A holistic approach},
  author={Alexandra Niemi},
  • A. Niemi
  • Published 28 August 2017
  • Business
Lead generation and nurturing is fundamental for company profitability. Simultaneously, it is consistently reported as a top challenge for companies across industries. While the digital transformation stirs up organizational design, the purpose of the marketing function is altered. This study explores the role of marketing in lead generation and nurturing from three perspectives: marketing, information systems, and management. Twelve expert interviews are conducted and the data collected… 
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