The future of marketing analytics in the sharing economy

The rise of sharing economy has accelerated the growth of marketing analytics to match demand and supply in industrial markets. However, the conceptualization of marketing analytics remains unclear in the sharing economy. Theorizing market turbulence as the dark side of the sharing economy, this stu...

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Veröffentlicht in:	Industrial marketing management Jg. 104; S. 85 - 100
Hauptverfasser:	Akter, Shahriar, Hani, Umme, Dwivedi, Yogesh K., Sharma, Anuj
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	Elsevier Inc 01.07.2022
Schlagworte:	Market turbulence Marketing agility Marketing analytics capability Marketing effectiveness Sharing economy Marketing effectiveness Marketing analytics capability Marketing agility Market turbulence Sharing economy
ISSN:	0019-8501
Online-Zugang:	Volltext
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