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Keywords: Marketing analytics capability
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Journal Articles
Journal of Enterprise Information Management (2022) 35 (2): 455–480.
Published: 30 April 2021
...Muhammad Sabbir Rahman; Md Afnan Hossain; Fadi Abdel Muniem Abdel Fattah Purpose Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically...
