Marketing in a data-driven digital world : implications for the role and scope of marketing
Denish Shah, B.P.S. Murthi
| Year of publication: |
2021
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|---|---|
| Authors: | Shah, Denish ; Murthi, B. P. S. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 772-779
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| Subject: | Data-driven marketing | Digital technology | Evolution of marketing role | Future of marketing | Marketing | Digitalisierung | Digitization | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.06.062 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494173