Data as competitive weapon in the era of digital globalization : an empirical inquiry on marketing analytics using multivariate analysis
Sana Baqai, Jawaid Ahmed Qureshi
| Year of publication: |
2020
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|---|---|
| Authors: | Baqai, Sana ; Qureshi, Jawaid Ahmed |
| Published in: |
Estudios de economía aplicada : revista promovida por Asepelt, Asociación de Economía Aplicada. - Madrid, ISSN 1133-3197, ZDB-ID 2508178-0. - Vol. 38.2020, 3, p. 43-58
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| Subject: | Digital globalization | Marketing analytics | IT infrastrucutre | Barriers to deploy marketing analytics | Absorptive capacity | Top management team advocacy | Sales performance | Marketingmanagement | Marketing management | Digitalisierung | Digitization | Globalisierung | Globalization | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012617520