Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective

Journal of Business Research

Volumn 69, Issue 5, 2016, Pages 1562-1566

  Xu, Zhenning ^a,b   Frankwick, Gary L ^a   Ramirez, Edward ^a,b  

^a UNIVERSITY OF TEXAS AT EL PASO   (United States)

^b UNIVERSITY OF TEXAS AT EL PASO   (United States)

Author keywords

Big data analytics; Complexity; Knowledge fusion; NPD; NPS; Traditional marketing analytics

Indexed keywords

EID: 84959178488     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2015.10.017     Document Type: Article

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