Graesch, Jan Philipp; Hensel-Börner, Susanne; … - In: Industrial Management & Data Systems 121 (2020) 1, pp. 123-157
Purpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of...