... of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Automotive Big data analytics CRM Digital marketing Digital...

... attention on this topic, there are very few empirical contributions aimed at understanding the real impact of digital marketing on manufacturing companies. In this paper, we discuss an empirical study that contributes to filling this gap. The paper proposes a new angle of analysis – how digitalization...

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