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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions
According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However, investments in analytics have gradually declined and most research does not place the use of data in strategic processes. Thus, this paper proposes a model to...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10136386/ http://dx.doi.org/10.1057/s41270-023-00224-8 |