Mapping the landscape of marketing technology: trends, theories and trajectories in ecosystem research
The marketing technology ecosystem is rapidly evolving, integrating digital tools and platforms to transform marketing practices. This study analyses this dynamic and diverse field, addressing research trends, theoretical foundations and future directions. This research uses a multimethod approach c...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2448608 |
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