Mediation Testing in Marketing Analytics: Replication and Extension of Germann et al, (2013)

Authors

Keywords:

Marketing Development, Competitiveness, marketing analytics, analytics culture, analytics skills, top management advocacy, mediation

Abstract

Marketing analytics deployment mediates analytics culture and analytic skills on firm performance. Top management advocacy has implications on analytical culture, analytical skills, data and IT resources with significant and substantive results. Top management advocacy through analytical culture and marketing analytics deployment fully and partially mediates firm performance.

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Published

2020-07-24

Issue

Vol. 14 No. 2 (2020)

Section

Articles

How to Cite

Mediation Testing in Marketing Analytics: Replication and Extension of Germann et al, (2013). (2020). Journal of Marketing Development and Competitiveness, 14(2). https://articlearchives.co/index.php/JMDC/article/view/4580