Année
2019
Auteurs
SEGGIE Steven, SOYER E., PAUWELS K.
Abstract
While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their decision-making. Managers would still be vulnerable to confirmation bias, control illu
SOYER, E., PAUWELS, K. et SEGGIE, S. (2019). Big and Lean Is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management. Dans: Marketing In a Digital World. 1st ed. Emerald, pp. 63-84.