SMEAL WIKI

The Role of Marketing in Digital Business Platforms

Arvind Rangaswamy, Nicole Moch, Claudio Felten, Gerrit H van Bruggen, Jaap E. Wieringa, Jochen Wirtz
Year2020
VenueJournal of Interactive Marketing
Typearticle
Citations312
DOI10.1016/j.intmar.2020.04.006
OpenAlexW3043736506

Topics

Digital Platforms and EconomicsBusinessMarketingProcess management