"Value creation through marketing data analytics: The distinct contribution ..."

Josune Sáenz, Ana Ortiz de Guinea, Carmela Peñalba-Aguirrezabalaga (2022)

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DOI: 10.1016/J.IM.2022.103724

access: open

type: Journal Article

metadata version: 2023-09-30

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Josune Sáenz, Ana Ortiz de Guinea, Carmela Peñalba-Aguirrezabalaga:
Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance. Inf. Manag. 59(8): 103724 (2022)

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