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Keywords: In depth interviews
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Journal Articles
Journal:
Management Decision
Management Decision (2023) 61 (13): 295–320.
Published: 05 September 2023
... inputs, interpreting/evaluating outputs and control the marketing automation system. Originality/value The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior...
