Big Data consumer analytics and the transformation of marketing
Year of publication: |
2016
|
---|---|
Authors: | Erevelles, Sunil ; Fukawa, Nobuyuki ; Swayne, Linda E. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 2, p. 897-904
|
Subject: | Big Data | Consumer analytics | Consumer insights | Resource-based theory | Induction | Ignorance | Big data | Konsumentenverhalten | Consumer behaviour | Data Mining | Data mining | Ressourcenorientierter Ansatz | Resource-based view |
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