Big Data Analytics and Strategic Marketing Capabilities: Impact on Firm Performance

Author:

Anfer Omar,Wamba Samuel Fasso

Publisher

Springer International Publishing

Reference32 articles.

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3. Kim, N., Shin, S., Min, S.: Strategic marketing capability: mobilizing technological resources for new product advantage. J. Bus. Res. (2016)

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5. Erevelles, S., Fukawa, N., Swayne, L.: Big data consumer analytics and the transformation of marketing. J. Bus. Res. (2016)

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