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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Bibliographic Details

Published in:	Industrial marketing management Vol. 104; pp. 85 - 100
Main Authors:	Akter, Shahriar, Hani, Umme, Dwivedi, Yogesh K., Sharma, Anuj
Format:	Journal Article
Language:	English
Published:	Elsevier Inc 01.07.2022
Subjects:	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 Access:	Get full text
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