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Keywords: Competitive marketing performance
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Journal Articles
Journal of Enterprise Information Management (2022) 35 (2): 455–480.
Published: 30 April 2021
... estimation method was applied to verify the validity of the proposed research model. Findings Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover...
