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Keywords: Computerized text analysis
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Journal Articles
How executives talk: Exploring marketing executive value articulation with computerized text analysis
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (3): 546–569.
Published: 06 February 2020
... marketers can more effectively articulate their value and increase their strategic influence within the firm. Design/methodology/approach Artificial intelligence-enabled computerized text analysis was used to identify and weight keywords from 266 CEO and C-suite marketing executive interviews. Custom...
