Big Data consumer analytics and the transformation of marketing
Big Data consumer analytics and the transformation of marketing
S. Erevelles,Nobuyuki Fukawa,L. Swayne
2016 · DOI: 10.1016/J.JBUSRES.2015.07.001
1,108 件の引用
TLDR
To better understand the impact of Big Data on various marketing activities, enabling firms to better exploit its benefits, a conceptual framework that builds on resource-based theory is proposed.