Big Data and Analytics

Ian Chaston
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Ian Chaston: University of Auckland

Chapter 2 in Internet Marketing and Big Data Exploitation, 2015, pp 23-41 from Palgrave Macmillan

Abstract: Abstract Marketing has long relied upon using data to generate understanding of customer needs. In recent years the effective utilisation of all data sources has become an increasingly important organisational competence. This is because the generation and exploitation of new knowledge is fundamental to sustaining competitive advantage (Bughin et al., 2010).

Keywords: Social Networking Site; Customer Relationship Management; Social Marketing; Social Media Platform; Differential Privacy (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-48896-1_2

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DOI: 10.1057/9781137488961_2

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