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Keywords: Marketing analytics
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (6): 675–686.
Published: 02 July 2020
...Maria Petrescu; Anjala Krishen; My Bui Purpose The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework. Design/methodology/approach Qualitative...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (2): 89–97.
Published: 21 March 2016
... be contacted at: chofack@business.fsu.edu © Emerald Group Publishing Limited 2016 Big Data Consumer behavior Marketing analytics It has been said that the era of Big Data began at the point at which the cost of storing data dropped below the cost of deleting it. One need not take...
