Big Data im Handel

Big Data im Handel

The success of commercial enterprises depends largely on the ability to integrate different data sources that can offer customized offers and services for the customer. Big Data promises, in this context, competitive advantage. The article shows which characteristics has this new concept and the pot...

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Veröffentlicht in:Marketing Review St. Gallen 2014-02, Vol.31 (1), p.12-25
Hauptverfasser: Rudolph, Thomas, Linzmajer, Marc
Format: Artikel
Sprache:ger
Schlagworte:
Big Data
Business and Management
Competitive advantage
Customer services
Information management
Internet
Marketing
Marketing management
Schwerpunkt
Smartphones
Social networks
Strategic planning
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Zusammenfassung:The success of commercial enterprises depends largely on the ability to integrate different data sources that can offer customized offers and services for the customer. Big Data promises, in this context, competitive advantage. The article shows which characteristics has this new concept and the potentials and challenges associated with it for the commercial practice. [PUB ABSTRACT]
ISSN:1865-6544
1865-7516
DOI:10.1365/s11621-014-0317-3