The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries
作者：
Highlights：
• We explore digital marketing skills gaps in the communication industry.
• We find digital marketing skills gaps across the communication industry.
• The industry needs best practice guidance.
• Blending digital skills with current marketing approaches is a key strategic challenge.
• We construct a Digital Marketer Model summarising core skills.
摘要
•We explore digital marketing skills gaps in the communication industry.•We find digital marketing skills gaps across the communication industry.•The industry needs best practice guidance.•Blending digital skills with current marketing approaches is a key strategic challenge.•We construct a Digital Marketer Model summarising core skills.
论文关键词：Marketing,Communication,Social media,Digital,Skill gap
论文评审过程：Available online 14 December 2013.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.11.008
