Effectual and causal reasoning in the adoption of marketing automation
Joel Mero, Anssi Tarkiainen, Juliana Tobon
| Year of publication: |
2020
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|---|---|
| Authors: | Mero, Joel ; Tarkiainen, Anssi ; Tobon, Juliana |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 86.2020, p. 212-222
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| Subject: | Agile implementation | Business-to-business (B2B) marketing | Case study | Effectuation | Marketing automation | Technology adoption | B-to-B-Marketing | Business-to-business marketing | Automatisierung | Automation | Innovationsakzeptanz | Innovation adoption | Innovationsdiffusion | Innovation diffusion | Lieferantenmanagement | Supplier relationship management | 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.indmarman.2019.12.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012212473