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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
  • 언어ENG
  • URLhttps://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)
키워드
the use of marketing metricsresponsive capabilityadaptive capabilitysuccess trapsinter-functional collaborationmarketing analytics
목차
ABSTRACT
    Introduction
    Theoretical Development
    Research Design
    Results and Conclusions
References
저자
  • 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)
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