Using Big Data in Marketing and Advertising: A Case Study

Adrian IonuÈ› Moè˜escu (), Raluca Giorgiana Chivu (), Ștefan-Claudiu Cä‚escu (), IonuÈ›-Claudiu Popa () and Florina Botezatu ()
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Adrian IonuÈ› Moè˜escu: The Bucharest University of Economic Studies
Raluca Giorgiana Chivu: The Bucharest University of Economic Studies
Ștefan-Claudiu Cä‚escu: The Bucharest University of Economic Studies
IonuÈ›-Claudiu Popa: The Bucharest University of Economic Studies
Florina Botezatu: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2020, vol. 1, issue 1, 259-264

Abstract: Nowadays, organizations collect and store an enormous amount of information to be able to use them. This faces the organizations to the challenge of managing and extracting the valuable data to support their decisions. The term of "Big Data" is now globally spread and accepted. The term Big Data has become more and more known and used in many industries. In this article, exploratory research was carried out to highlight the areas in which large volumes of data are used primarily. Besides, from the marketing approach, an attempt was made to highlight the purposes of using Big Data in the context of marketing and consumer behaviour.

Keywords: Big Data; Marketing. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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