Marketing Analytics as an Organizational Capability: Assessment of Performance Implications

Jukka Luoma, Johanna Frösén, Matti Jaakkola

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publication2018 46th Academy of Marketing Science annual conference (AMS), New Orleans, May 22-25, 2018
Publication date2018
Publication statusPublished - 2018
MoE publication typeA4 Article in conference proceedings

Keywords

  • 512 Business and Management

Cite this

Luoma, J., Frösén, J., & Jaakkola, M. (2018). Marketing Analytics as an Organizational Capability: Assessment of Performance Implications . In 2018 46th Academy of Marketing Science annual conference (AMS), New Orleans, May 22-25, 2018