Creating a Market Analytics Tool that Marketers LOVE to Use: A Case of Digital Transformation at Beiersdorf
Keywords
Market Analytics
Cite as
vom Brocke, J., Fay, M., Böhm, M., & Haltenhof, V. (2017). Creating a Market Analytics Tool that Marketers LOVE to Use: A Case of Digital Transformation at Beiersdorf. In Oswald, G. (Ed.), Shaping the Digital Enterprise (pp. 197–217). Cham: Springer International Publishing AG.Details
Publication type
Research article (book contribution)
Peer reviewed
Yes
Publication status
Published
Year
2017
Book title
Shaping the Digital Enterprise
Editor
Oswald G
Start page
197
End page
217
Publisher
Springer International Publishing AG
Place
Cham
ISBN
978-3-319-40966-5
DOI