The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices
Marketing analytics (MA) is a relatively new but increasingly prominent field in which data tools are applied to quantify and monitor marketing performance and customer information to optimize investments in marketing programs and maximize customer interaction. MA is a sub-discipline of broader anal...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Palgrave Macmillan Ltd.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |