Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance

1. Sáenz, J.
2. Ortiz de Guinea, A.
3. Peñalba-Aguirrezabalaga, C.

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DOI: 10.1016/J.IM.2022.103724 GOOGLE SCHOLAR lock_openOpen access editor

Data source: Scopus