Leeflang, Peter S.H.; Verhoef, Peter C.; Dahlström, Peter - In: European Management Journal 32 (2014) 1, pp. 1-12
competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities … digital marketing presents, with little attention on the real challenges companies are facing going digital. In this study, we … present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe …