Methodological Maturity in the Data Definition Phase of Marketing Analytics: A Qualitative Analysis of 40 Stakeholders.
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| Title: | Methodological Maturity in the Data Definition Phase of Marketing Analytics: A Qualitative Analysis of 40 Stakeholders. |
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| Authors: | Gorostiza Esquerdeiro, Ignacio1 (AUTHOR) igorostiza@lin3s.com, Buján-Carballal, David1 (AUTHOR), Oyarbide-Zubillaga, Aitor1 (AUTHOR) |
| Source: | International Journal of Market Research. May2026, Vol. 68 Issue 3, p402-422. 21p. |
| Database: | Business Source Ultimate |
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| ISSN: | 14707853 |
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| DOI: | 10.1177/14707853261420776 |
