Katarina Ćurko, Zvonko Merkaš, Tena Silović, "Challenges of Application of the Big Data in Marketing: Case Study Croatia," WSEAS Transactions on Business and Economics, vol. 15, pp. 162-170, 2018, DOI:
Katarina Ćurko, Zvonko Merkaš, Tena Silović. Challenges of Application of the Big Data in Marketing: Case Study Croatia.
WSEAS Transactions on Business and Economics. 2018;15:162-170.
WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 15, 2018
Challenges of Application of the Big Data in Marketing: Case Study Croatia
Authors: , ,
Abstract: Exponential data growth requires new ways of processing data. In addition to size, challenges also bring diversity and changeability of data. The solution is offered in the Big Data concept. In this paper are given the basic features and applications of the Big Data in business. A special emphasis is given to the application of the Big Data in marketing with an overview of the fundamental challenges that Big Data technology brings to marketing activities. The paper gives recommendations on how to respond to these challenges. This paper also presents the results of preliminary research on consumer attitudes on the application of the Big Data in marketing conducted in Croatia in 2017.
Pages: 162-170 WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #16 DOI: *As the DOI is a unique identifier, it is already available in the pdf version.
**The DOI link will be activated in the first midst of January 2026.
×
Citation Tools