On realising the utopian potential of big data analytics for maximising return on marketing investments
Year of publication: |
2020
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Authors: | Benoit, D. F. ; Lessmann, Stefan ; Verbeke, Wouter |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 3/4, p. 233-247
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Subject: | analytics | Big data | customer value | firm value | marketing | Big Data | Data Mining | Data mining | Kundenwert | Customer value |
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