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Keywords: Marketing measurement
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (7): 787–799.
Published: 27 May 2025
...Volker Kuppelwieser; Mark S. Rosenbaum Purpose This paper aims to explore how artificial intelligence (AI) can transform marketing measurement by enabling dynamic scales that adapt to different service contexts and cultures. It challenges the assumption that measurement tools must remain fixed...
