Growth hacking and international dynamic marketing capabilities : a conceptual framework and research propositions
Augusto Bargoni, Fauzia Jabeen, Gabriele Santoro and Alberto Ferraris
| Year of publication: |
2024
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|---|---|
| Authors: | Bargoni, Augusto ; Jabeen, Fauzia ; Santoro, Gabriele ; Ferraris, Alberto |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 1, p. 74-106
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| Subject: | Growth hacking | International dynamic marketing capabilities | International marketing | Big data | Cognitive computing | Data-driven decision-making | Internationales Marketing | Big Data | Marketing | Dynamische Kompetenzen | Dynamic capabilities |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-07-2022-0156 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014524764