This paper delves into the significance of digital marketing as a new form of structural capital that substantially enhances market knowledge and plays a pivotal role in the dissemination of new or improved products and services. It juxtaposes the use of digital marketing tools with the enduring value of personal customer interactions in acquiring market […]
Following recent research calls that highlight the need for a more contextual approach to the study of intellectual capital (IC) that could provide managers with more fine-grained and actionable insights and recommendations, and considering recent concerns regarding the contribution of the marketing function to firm performance in the age of data, this paper aims at […]