“THE DATA REVOLUTION IN B2B MARKETING STRATEGIES: EXPLORING THE POTENTIAL OF INNOVATION AND CAPABILITIES DEVELOPMENT IN THE DIGITAL ERA”, KISA INSTITUTE, vol. 1, no. 4, p. 24_34, Mar. 2024, Accessed: Feb. 08, 2026. [Online]. Available: http://kisainstitute.com/index.php/kisainstitute/article/view/20