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Michael Lingenfelder

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Review Open access Oct 2026

AI-enabled marketing analytics for SMEs: multimethod evidence on application potential and adoption conditions

Artificial Intelligence (AI) is transforming marketing analytics by enabling advanced data processing, predictions, and decision support. However, small and medium-sized enterprises (SMEs) often face substantial barriers to AI adoption due to limited organizational, technological, and human resources. To bridge theor...

Anita Talitha Parsegyan, Manuel Muth, Michael Lingenfelder · 0 citations

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