explorativen Ansatz, um Chancen und Herausforderungen im Zusammenhang mit KI im Marketing zu identifizieren. Basierend auf diesen … gemeinsam darauf ab, diese Forschungslücke zu schließen und weitere Forschung in der Schnittstelle von Technologie, Marketing …Although an increasing number of companies are already using or planning to implement AI for various marketing …

Marketing agility has emerged as an important construct in research for enabling marketing managers to thrive in … dynamic markets. So far, however, marketing research has not provided sufficient guidance on how to develop marketing agility … skills, processes, and organizational features — that enable marketing agility. Based on 26 in-depth interviews with …