How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses

The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm...

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Bibliographic Details
Published in:	The Journal of technology transfer 2024-02, Vol.49 (1), p.69-103
Main Authors:	Barbosa, Belém, Saura, José Ramón, Bennett, Dag
Format:	Article
Language:	English
Subjects:	Business and Management Commercial Law Customer services Customers Digital marketing Economic Growth Entrepreneurs Entrepreneurship Homogeneity Industrial Organization Innovation/Technology Management Literature reviews Management Market strategy Marketing Technology transfer Variance analysis
Citations:	Items that this one cites Items that cite this one
Online Access:	Get full text
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