ผู้เขียน: Sweden) Hagberg Johan (University of Gothenburg

This book addresses how digitalization influences markets, and attempts to put research on digitalized markets center-stage. It explores digitalized markets through empirically based theorizing conce …

This book addresses how digitalization influences markets, and attempts to put research on digitalized markets center-stage. It explores digitalized markets through empirically based theorizing conce …

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is m …