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The Modern Marketing Dashboard: Back to the Future Cover

The Modern Marketing Dashboard: Back to the Future

Open Access
|Apr 2023

References

  1. Aksehirli, Z., Bart, Y., Chan, K., & Pauwels, K. (2022). Break the wall: Why and how to democratize digital in your business. Emerald Publishing Limited.
  2. Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2021). Informational challenges in omnichannel marketing: Remedies and future research. Journal of Marketing, 85(1), 103-120.
  3. Pauwels, K., & Joshi, A. (2016). Selecting predictive metrics for marketing dashboards-an analytical approach. Journal of Marketing Behavior, 2(2-3), 195-224.
  4. Pauwels, K., & Reibstein, D. (2017). Challenges in measuring return on marketing investment: Combining research and practice perspectives. Review of Marketing Research, 107-124. Routledge.
  5. Seggie, S. H., Soyer, E., & Pauwels, K. H. (2017). Combining big data and lean startup methods for business model evolution. AMS Review, 7(3), 154-169.
Language: English
Page range: 10 - 17
Published on: Apr 19, 2023
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2023 Koen Pauwels, David J. Reibstein, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.