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Book Chapter

Marketing in a Digital World

  • Klein K
  • Eisenbeiss M
  • Dulle M
  • et al.
DOI: 10.1007/978-3-031-04063-4_2
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Abstract

Over the course of digitization, many innovative marketing technologies have emerged that—theoretically speaking—promise firms gains in efficiency and/or effectiveness. However, a central task for marketing is not to allow the use of these technologies to...

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Klein, K., Eisenbeiss, M., Dulle, M., Taherparvar, N., Wiemann, M., & Wiezorrek, J. (2022). Marketing in a Digital World (pp. 13–33). https://doi.org/10.1007/978-3-031-04063-4_2

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