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Journal of Marketing Management Volume 36, 2020 - Issue 3-4: The Future of Technology in Marketing; Utopia or Dystopia?
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Article Commentary

On realising the utopian potential of big data analytics for maximising return on marketing investments

D. F. Benoita Research Group Data Analytics, Ghent University, Ghent, BelgiumCorrespondence[email protected]
,
S. Lessmannb Department of Business Informatics, Humboldt University, Berlin, Germany
&
W. Verbekec Data Analytics Laboratory, Vrije Universiteit Brussel, Brussels, Belgium
Pages 233-247 | Published online: 16 Apr 2020

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Samer Elhajjar. (2024) The current and future state of the marketing management profession. Journal of Marketing Theory and Practice 32:2, pages 233-250.
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Tereza Dean, Haisu Zhang & Yazhen Xiao. (2023) Use big data to leverage customer need diversity for radical innovation. Journal of Marketing Management 39:15-16, pages 1620-1644.
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Guangming Cao, Na Tian & Charles Blankson. (2022) Big Data, Marketing Analytics, and Firm Marketing Capabilities. Journal of Computer Information Systems 62:3, pages 442-451.
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Chukuakadibia Eresia-Eke, Mahlogonolo Mojalefa & Taguma Nyanga. (2023) Antecedents of big data adoption in financial institutions. International Journal of Research in Business and Social Science (2147- 4478) 12:5, pages 446-455.
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Luther Yuong Qai Chong & Thien Sang Lim. (2022) Pull and Push Factors of Data Analytics Adoption and Its Mediating Role on Operational Performance. Sustainability 14:12, pages 7316.
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