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Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework
The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in se...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7790731/ http://dx.doi.org/10.1057/s41270-020-00098-0 |