Digital loyalty card "big data" and small business marketing : formal versus informal or complementary?
Christina Donnelly; Geoff Simmons; Gillian Armstrong; Andrew Fearne
| Year of publication: |
2015
|
|---|---|
| Authors: | Donnelly, Christina ; Simmons, Geoffrey ; Armstrong, Gillian ; Fearne, Andrew P. |
| Published in: |
International small business journal : researching entrepreneurship. - London : Sage, ISSN 0266-2426, ZDB-ID 613488-9. - Vol. 33.2015, 4, p. 422-442
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| Subject: | big data | digital marketing | market orientation | marketing strategy | small business marketing | Big Data | Big data | Marketingmanagement | Marketing management | KMU | SME | Marketing | Online-Marketing | Internet marketing | Digitalisierung | Digitization | KMU-Marketing | SME marketing |