The future of digital technologies in marketing: A conceptual framework and an overview
Abstract Digital technologies are key to achieving competitive advantage across marketing and retailing contexts. At the same time, marketing managers are confronted with a variety of challenges surrounding the strategic use of these technologies and the need to re-think their digital...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Springer US
2022
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| Online Access: | https://hdl.handle.net/1721.1/146360 |