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Big data
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ECONIS (ZBW)
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Brand marketing, big data and social innovation as future research directions for engagement
Calder, Bobby J.
;
Malthouse, Edward C.
;
Maslowska, Ewa
- In:
Journal of marketing management : MM
32
(
2016
)
5/6
,
pp. 579-585
Persistent link: https://www.econbiz.de/10011483116
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Opportunities for and pitfalls of using big data in advertising research
Malthouse, Edward C.
;
Li, Hairong
- In:
Journal of advertising : official publication of the …
46
(
2017
)
2
,
pp. 227-235
Persistent link: https://www.econbiz.de/10011705748
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3
Understanding the drivers of cable TV cord shaving with big data
Fudurić, Morana
;
Malthouse, Edward C.
;
Lee, Mi Hyun
- In:
Journal of media business studies
17
(
2020
)
2
,
pp. 172-189
Persistent link: https://www.econbiz.de/10012256257
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