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Co-creating transformative value in marketing analytics

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  • Maria Petrescu

    (Embry-Riddle Aeronautical University)

  • Anjala S. Krishen

    (University of Nevada, Las Vegas)

Abstract

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Suggested Citation

  • Maria Petrescu & Anjala S. Krishen, 2022. "Co-creating transformative value in marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 1-2, March.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:1:d:10.1057_s41270-022-00159-6
    DOI: 10.1057/s41270-022-00159-6
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    References listed on IDEAS

    as
    1. Anjala S. Krishen & Maria Petrescu, 2021. "Interdisciplinary research as methodologically and substantively creative," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 1-2, March.
    2. Maria Petrescu, 2019. "From marketing to public value: towards a theory of public service ecosystems," Public Management Review, Taylor & Francis Journals, vol. 21(11), pages 1733-1752, November.
    3. Maria Petrescu & Anjala S. Krishen, 2021. "Focusing on the quality and performance implications of marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 155-156, September.
    4. John V. Colias & Stella Park & Elizabeth Horn, 2021. "Optimizing B2B product offers with machine learning, mixed logit, and nonlinear programming," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 157-172, September.
    5. Stephen P. Osborne & Madeline Powell & Tie Cui & Kirsty Strokosch, 2021. "New development: ‘Appreciate–Engage–Facilitate’—The role of public managers in value creation in public service ecosystems," Public Money & Management, Taylor & Francis Journals, vol. 41(8), pages 668-671, November.
    6. Vargo, Stephen L. & Akaka, Melissa Archpru & Wieland, Heiko, 2020. "Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective," Journal of Business Research, Elsevier, vol. 116(C), pages 526-534.
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    Cited by:

    1. Jared M. Hansen & Paul Wilson, 2023. "Modeling and explaining the growth patterns over time of country-specific website clickstream metrics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 561-576, December.
    2. Tat-Huei Cham & Jun-Hwa Cheah & Mumtaz Ali Memon & Kim-Shyan Fam & Józsa László, 2022. "Digitalization and its impact on contemporary marketing strategies and practices," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 103-105, June.

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