The impact of the decision-making role on perceived satisfaction, value for money, and reinvest intentions at varying levels of perceived financial performance in the context of Big Data Marketing Analytics
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Abstract
Business resources and processes such as Big Data Marketing Analytics (BDMA) are becoming increasingly focused on meeting the needs and objectives of customers. Consequently, this research aims to ...
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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