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Keywords: Contemporary marketing practice
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Journal Articles
Information technology utilization for industrial marketing activities: the IT–marketing gap
Available to Purchase
Journal of Business & Industrial Marketing (2015) 30 (8): 926–938.
Published: 05 October 2015
.... Design/methodology/approach – Based on the contemporary marketing practice (CMP) model, which depicts firms’ marketing practice as ranging from transactional to more relational and networked-based, the logic of IT systems and how users in industrial firms adopt them are amended to create an extended...
