Big Data Marketing Platforms: Applications of Big Data in Marketing

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Chapter 7 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 265-292 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Online tracking of customers enables data to inject enormous vigor into marketing. How to digitalize marketing activities? How to combine big data and marketing? Does big data overturn the logic of marketing? Marketing in the future combines ideas, technologies and data together; based on current technologies, what technologies can be applied in marketing activities to directly upgrade your ‘weapons’? We have put forward different ways that could be flexibly applied to help enterprises base their marketing on data.

Keywords: Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao (search for similar items in EconPapers)
JEL-codes: L26 M16 M31 (search for similar items in EconPapers)
Date: 2020
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