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USING MARKETING METRICS FOR STRATEGIC DECISION MAKING: EXPLORING THE ROLE OF MARKETING ANALYTICS AND SUCCESS TRAP
Xiaoning Liang, Guoxin Li, Fadong Chen, Hao Zhang
Language
ENG
URL
http://db.koreascholar.com/Article/Detail/401236
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1049-1053
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Keyword
the use of marketing metrics
responsive capability
adaptive capability
success traps
inter-functional collaboration
marketing analytics
Table Content
ABSTRACT
Introduction
Theoretical Development
Research Design
Results and Conclusions
References
Author
Xiaoning Liang(Trinity Business School, Trinity College Dublin, the University of Dublin)
Guoxin Li(Harbin Institute of Technology)
Fadong Chen(Zhejiang University)
Hao Zhang(Northeastern University)