Essays about: "Oussama Ayad El Alam"

Found 1 essay containing the words Oussama Ayad El Alam.

  1. 1. Marketing AI in B2B relationships from an attentional perspective : A qualitative multiple case study on marketing managers from manufacturing and IT industries

    University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Author : Oussama Ayad El Alam; Peter Kumlin; [2022]
    Keywords : Marketing AI; Digitalization; B2B Relationships; Attention-Based View; Abduction; Cross-case analysis;

    Abstract : Purpose: To explore the influence of marketing AI on marketing managers' attention allocation to leverage customer relationships in different business-to-business contexts. Method: Abductive approach and multiple case study, data collection was made by qualitative semi-structured interviews and secondary data collection. READ MORE