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Keywords: Neurophysiological
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Journal Articles
V. Kumar, Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy, Alexander Buoye, Joerg Henseler
Journal:
Journal of Service Management
Journal of Service Management (2013) 24 (3): 330–352.
Published: 14 June 2013
.../methodology/approach A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed...
