Del Vecchio, Pasquale; Mele, Gioconda; Siachou, Evangelia; … - In: International Marketing Review 39 (2021) 5, pp. 1069-1092
Purpose: This paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future...