Marketing Knowledge Management Model

Guarda, Teresa; Augusto, Maria Fernanda; Leon, Marcelo; Pérez, Hugo; Torres, Washington; Orozco, Walter; Bacilio, Jacqueline

doi:10.1007/978-3-319-73450-7_23

Cited by 4 publications

(3 citation statements)

References 12 publications

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“…Due to Chena and Lina (2014) big data brings big opportunities and transformation potential for different market segments. It also represents challenge for mining, procession and utilization in favor of marketers (Guarda et al, 2018). Davenport and Patil (2012) stated, that firms are currently challenged by great inflow of information and it leads to creation of new working positions.…”

Section: Data Collection and Processionmentioning

confidence: 99%

Extent of data utilization within digital marketing processes

Kuchta

2020

Studia Commercialia Bratislavensia

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Data is currently the most valuable source in decision making process within digital marketing firms. The main aim of the article is to examine extension of data utilization within digital marketing processes. Research of the main aim was supported by two sub-goals, which focused on knowledge level of marketers’ data based approaches and on areas, in which are such approaches applicable. Quantitative research in form of questionnaire was utilized as a primary research method. Findings of the paper points to sufficient awareness about big data and artificial intelligence tools and uncover currently untapped potential of its implementation into digital marketing processes.

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Section: Data Collection and Processionmentioning

confidence: 99%

Extent of data utilization within digital marketing processes

Kuchta

2020

Studia Commercialia Bratislavensia

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“…El modelo tiene tres fases: recopilación de información, descubrimiento de conocimiento, evaluación e implementación. Inicialmente, los datos son recopilados de diversas fuentes, fuentes externas e investigación interna(Guarda, 2018). Estas actividades permiten soportar el proceso core del negocio y mejorar la toma de decisiones por parte de los interesados a través de la gestión de la información.Gráfico 3.…”

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“…Esquema de administración de la información y del conocimiento para el sistema de gestión de procesos en la nube. Fuente: T Guarda (2018)…”

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