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Book part
Publication date: 1 March 2021
Julie McColl and Elaine L. Ritch
By the end of this chapter, you should be able to demonstrate an understanding of:The importance of big data in the information revolution.The resource-based view of the firm and…
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
The importance of big data in the information revolution.
The resource-based view of the firm and dynamic capabilities as they relate to big data.
The use of big data in marketing decisions.
Consumer security concerns over the storage and processing of big data.
Details
New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2
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