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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| Muut tekijät: | , , , , , |
| Aineistotyyppi: | Pro gradu |
| Kieli: | eng |
| Julkaistu: |
2011
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| Aiheet: | |
| Linkit: | https://jyx.jyu.fi/handle/123456789/36885 |