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Keywords: ISTEA model
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (5-6): 1037–1059.
Published: 23 February 2018
... messengers and social media). Originality/value To the authors’ knowledge, this paper is the first to formally implement automated adaptive selling as described in the ISTEA model in an e-commerce setting. Next, we describe each of the five stages of the ISTEA model in greater detail and relate...
