The influence of quality of big data marketing analytics on marketing capabilities : the impact of perceived market performance!
Matti Juhani Haverila and Kai Christian Haverila
| Year of publication: |
2024
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|---|---|
| Authors: | Haverila, Matti Juhani ; Haverila, Kai Christian |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 2, p. 346-372
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| Subject: | Big data marketing analytics | Information quality | Marketing capabilities | Resource-based theory (RBV) | Static and dynamic capabilities | Technology quality | Big Data | Big data | Ressourcenorientierter Ansatz | Resource-based view | Marketing | Dynamische Kompetenzen | Dynamic capabilities | Wettbewerbsvorteil | Competitive advantage | Unternehmenserfolg | Firm performance | Produktqualität | Product quality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-07-2023-0319 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015056871