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Keywords: Focus on market-related metrics
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (5): 1502–1530.
Published: 27 April 2023
... effects of the diagnostic and interactive uses of marketing metrics on firms’ market-sensing capability, contingent on competitive intensity and focus on market-related metrics. Design/methodology/approach This study builds on survey data collected from 210 Irish-based firms, complemented by 21...
