Creating a market analytics tool that marketers LOVE to use : a case of digital transformation at Beiersdorf
Year of publication: |
[2017]
|
---|---|
Authors: | Vom Brocke, Jan ; Fay, Maria ; Böhm, Martin ; Haltenhof, Volker |
Published in: |
Shaping the digital enterprise : trends and use cases in digital innovation and transformation. - Cham : Springer, ISBN 3-319-40966-2. - 2017, p. 197-217
|
Subject: | P. Beiersdorf & Co. | Marktanalyse | Market analysis | IT-gestütztes Marketing | Computer-assisted marketing | Innovationsdiffusion | Innovation diffusion |
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