The impact of digitalization on marketing communications measurement process case of global B2B industrial companies
The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time been unable to credibly show the link between marketing communications actions an...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2011
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/36885 |