The relationship between Competitiveness and Digital Marketing Innovation, for a Digital Campaign Design. First insights based on a Panel Study in Mexico

• Localización: Knowledge Management, Open innovation and e-Marketing & e-Business: As Key Factors of development of the Information and Communication Technology Sector / coord. por Juan Mejía Trejo, 2017, ISBN 978-84-17075-97-2, págs. 271-294
• Idioma: español
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• Resumen

  • The purpose, is aimed to proposed a construct rela-ting the national competitiveness model (NCM) with our proposi-tion of digital marketing innovation model (DMIM), for a digital campaign design. The methodology is based on a literature review using Delphi Panel with Analytic Hierarchy Process (AHP) among 200 (100 professors and 100 CEO) digital marketing specialists lo-cated at Guadalajara, Mexico. The results pointed out to a final questionnaire supporting a construct with 8 main variables of the ncm and 10 main variables involved into the DMIM for a Digital Campaign Design.