Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?
Muhammad Sabbir RahmanMd Afnan HossainFadi Abdel Muniem Abdel FattahPublished in: J. Enterp. Inf. Manag. (2022)
Keyphrases
- data rich
- business environment
- social media
- data mining
- competitive advantage
- predictive modeling
- customer relationship management
- potential customers
- information technology
- competitive environment
- decision making
- visual analytics
- business processes
- internal and external
- financial services
- learning analytics
- competitive intelligence
- success stories
- data analysis
- case study
- information retrieval
- cloud computing
- organizational structure
- object oriented
- association rules
- business decisions
- website