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,Journal of Marketing Theory and Practice

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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
Journal of Marketing Theory and Practice Pub Date : 2024-01-29 , DOI: 10.1080/10696679.2024.2305445
Kai Haverila ₁ , Matti Haverila ₂ , Akshaya Rangarajan ₂

Affiliation

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 ...

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