Big data: Trend emerging from research in marketing

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

Big data: Trend emerging from research in marketing

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

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

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.

Original language	English (US)
Journal	Espacios
Volume	37
Issue number	38
State	Published - 2016
Externally published	Yes

All Science Journal Classification (ASJC) codes

Business and International Management
Management Science and Operations Research
Management of Technology and Innovation

Cite this

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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.",

author = "{Rojas Berrio}, {Sandra Patricia} and {Vega Rodriguez}, {Ricardo Arturo} and {Robayo Pinz{\'o}n}, {{\'O}scar Javier} and {Montoya Restrepo}, {Luz Alexandra} and {Piedrahita Sol{\'o}rzano}, {Giovanny Andr{\'e}s}",

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AU - Rojas Berrio, Sandra Patricia

AU - Vega Rodriguez, Ricardo Arturo

AU - Robayo Pinzón, Óscar Javier

AU - Montoya Restrepo, Luz Alexandra

AU - Piedrahita Solórzano, Giovanny Andrés

PY - 2016

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AB - 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.

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Big data: Trend emerging from research in marketing

Abstract

All Science Journal Classification (ASJC) codes

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