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Keywords: Marketing 4.0
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (5): 841–865.
Published: 20 June 2024
... marketing capabilities and emphasizes the importance of DC. The study also proposes a framework for AI-enabled Marketing 4.0 that can guide FMCG firms seeking to leverage AI technologies to enhance their marketing practices. Originality/value This study outlines the potential for enhancing marketing...
