The value relevance of digital marketing capabilities to firm performance

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (...

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Detalles Bibliográficos
Autores principales: Homburg, Christian, Wielgos, Dominik M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2022
Materias:
Original Empirical Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9019537/
https://www.ncbi.nlm.nih.gov/pubmed/35463184
http://dx.doi.org/10.1007/s11747-022-00858-7

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9019537/
https://www.ncbi.nlm.nih.gov/pubmed/35463184
http://dx.doi.org/10.1007/s11747-022-00858-7

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