To Use or Not to Use? A Framework for Critically Assessing the Incremental Net Value of a Customer Data Platform.
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| Title: | To Use or Not to Use? A Framework for Critically Assessing the Incremental Net Value of a Customer Data Platform. |
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| Authors: | Kaufmann, Philipp1 philipp.kaufmann@unisg.ch, Bleeker, Malte2 malte.bleeker@unisg.ch, Hausmann, Maximilian3 maximilian.hausmann@rewe-group.com |
| Source: | Marketing Review St. Gallen. 2026, Issue 4, p76-84. 9p. |
| Database: | Business Source Ultimate |
| ISSN: | 18656544 |
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