The role of big data and capabilities in marketing communication : managerial perspectives on data-driven decision-making

The role of big data and capabilities in marketing communication managerial perspectives on data-driven decision-making

Bibliographic Details
Main Author: Lamminparras, Tuomas
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä, Markkinointi, Marketing, 20423
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
Data-driven decision-making
Analytics
Organizational capabilities
Dynamic capabilities
big data
Online Access: https://jyx.jyu.fi/handle/123456789/81362
Description
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