Hafezieh, Najmeh; Pollock, Neil; Ryan, Annmarie - In: Journal of Enterprise Information Management 36 (2023) 2, pp. 655-679
by taking a ‘hacking marketing’ approach and developing novel marketing expertise at disciplinary boundaries. The authors … put forward three sets of practices that enable and shape the hacking marketing approach. These include spanning the … marketing expertise and practices beyond skillsets and how such practices form new hacking marketing approach which addresses …
