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Show me the money : Improving our understanding of how organizations generate return from technology-led marketing change
Maklan, Stan; Peppard, Joe; Klaus, Philipp - In: European Journal of Marketing 49 (2015) 3/4, pp. 561-595
Purpose – The purpose of this paper is to examine the conundrum between the increasingly importance of investments in new information technologies (IT) on marketing practice and marketing scholars continuing to question the profitability of IT-led marketing initiatives....
Persistent link: https://www.econbiz.de/10014724150
Cover Image
Show me the money : improving our understanding of how organizations generate return from technology-led marketing change
Maklan, Stan; Peppard, Joe; Klaus, Philipp - In: European journal of marketing : EJM 49 (2015) 3/4, pp. 561-595
Persistent link: https://www.econbiz.de/10011309582