CUSTOMER INTEGRATION – A CRITICAL CASE - SUPPORTED OBSERVATION OF THE RISKS OF A MARKETING TREND

Mareike Ballendat, RWTH Aachen University, Germany
Antje S.J. Hütten, RWTH Aachen University, Germany
David Antons, RWTH Aachen University, Germany
Thomas Niemand, TU Dresden, Germany
Florian U. Siems, TU Dresden, Germany

Published in

JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 15, Issue 3, p143-149, October 2015

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