Global Marketing and Marketing Strategy: LEVERAGING GENAI FOR BRAND ECOSYSTEM DEVELOPMENT: AN ITERATIVE APPROACH FROM BUSINESS SCENARIOS TO BUSINESS MODEL AND MARKETING STRATEGY.
| Autor: | Roth, Simone1 simone.roth@hs-ruhrwest.de, Beder, Matheea1, Klicic, Medina1 |
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| Zdroj: | AMA Summer Academic Conference Proceedings. 2024, Vol. 35, p507-530. 24p. |
| Databáze: | Business Source Ultimate |
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