Resumen
- This document presents Big Data as an emerging trend in marketing research. As methodology two secondary sources, Marketing Science Institute and five search equations at Scopus were used to perform a systematic literature review. Findings: the selected search equation generates 243 abstracts in Scopus at observation window from 2005 to 2015; Big Data has relevance in the international dynamics of knowledge and constitutes a useful tool for market management, being an information management strategy. Management Implications: The central concepts used in the literature present management challenges applicable marketing the Latin-American context as consumption or purchase patterns, E-Commerce, Relationship Management Clients, Customization of Products, Services and Processes, Competition, Adoption of New products and georeferencing.