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  • Digital marketing and big data: crossing paths in the age of digital transformation
    Kuş, Oğuz ; Efremov, Ljupčo ; Suhadolc, Jasna
    Digital transformation is a phenomenon which impacts our habitat in different scales. Different dimensions of our lives are affected as result. One of the necessary conditions for digital ... transformation is the power of big data. Big data is a mind-shift, transforming system of thinking and changing way of doing business. It enables marketing practitioners to create wise strategies with high amount value. Within this context, this paper provides background on digital transformation and big data. Next, it discusses these topics' potential contribution to digital marketing.
    Vir: Linking business and communication : from a sparkle to a flame (Str. 127-140)
    Vrsta gradiva - članek, sestavni del
    Leto - 2018
    Jezik - angleški
    COBISS.SI-ID - 513024048

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