Essays about: "Peter Kumlin"
Found 1 essay containing the words Peter Kumlin.
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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 teknikAbstract : 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
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