TY - JOUR
T1 - Big data
T2 - Trend emerging from research in marketing
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
N1 - Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2016
Y1 - 2016
N2 - 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.
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.
UR - http://www.scopus.com/inward/record.url?scp=85013469114&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85013469114&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85013469114
SN - 0798-1015
VL - 37
JO - Espacios
JF - Espacios
IS - 38
ER -