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Big Data, Marketing Analytics, and Firm Marketing Capabilities

Cao, GM; Tian, N; Blankson, C

Cao, GM (corresponding author), Ajman Univ, Coll Business Adm, Ajman, U Arab Emirates.

JOURNAL OF COMPUTER INFORMATION SYSTEMS, ; ():

Abstract

While big data, marketing analytics, and firm marketing capabilities are all potential drivers of competitive advantage, there is limited research tha......

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