Big data use in marketing strategy : Direction for Spanish small and medium-sized enterprises

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study explores the application of big data in small and medium-sized enterprises, specifically highlighting challenges in implementation and opportunities for Spanish businesses. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.