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 journalArticlepeer-review

2 Scopus citations


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 languageEnglish (US)
Issue number38
StatePublished - 2016
Externally publishedYes

All Science Journal Classification (ASJC) codes

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


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