Strategizing for marketing in the digital environment: A paradox perspective

Pierre Volle () and Jie Yu
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Jie Yu: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Keywords: Marketing; Marketing strategy; Strategyzing (search for similar items in EconPapers)
Date: 2017-05
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Published in 33e congrès international de l'Association française du marketing, May 2017, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03985766

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