Big data: Trend emerging from research in marketing Academic Article

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Overview

journal

• Espacios

abstract

• 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.

authors

• Robayo Pinzón, Óscar Javier
• Giovanny Andrés Piedrahita Solórzano
• Luz Alexandra Montoya Restrepo
• Ricardo Arturo Vega Rodriguez
• Sandra Patricia Rojas-Berrio

publication date

• 2016-1-1

edition

• 37

Research

keywords

• Big Data
• Big data
• Consumption Patterns
• Customization
• Electronic Commerce
• Electronic commerce
• Information Management
• Information management
• Literature Review
• Management Strategy
• Market Management
• Marketing
• Marketing Research
• Methodology
• New Products
• Purchase
• Relationship Management

Identity

International Standard Serial Number (ISSN)

• 0798-1015