Working Papers

Dashboards and Marketing: Why, What, How and What Research Is Needed?

Koen Pauwels, Tim Ambler, Bruce Clark, Pat LaPointe, David Reibstein, Bernd Skiera, Berend Wierenga, and Thorsten Wiesel

Jan 1, 2008

Explains the managerial popularity of marketing dashboards, examines their development and adoption drivers and suggests research needed to fully realize their potential.

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