Marketing capabilities in the digital environment. Consequences on the performance of the company

      Аннотация: The purpose of this paper is to identify the effects of marketing capabilities in the digital environment on the company's performance. To test these effects, the data was obtained through a questionnaire-based survey on a sample of 38 companies that have operations in Romania.The results suggest that the marketing capabilities in the digital environment have a positive effect on the 3 dimensions of performance analysed in this article (performance of customer relations, performance of the marketing of the company, the financial performance of the company) in an emerging economy.

Ключевые слова: marketing capabilities, digital marketing, Customer relations, performance