The Evolution of Big Data in Marketing: Trust, Security and Data Ownership
New Perspectives on Critical Marketing and Consumer Society
ISBN: 978-1-83909-557-3, eISBN: 978-1-83909-554-2
Publication date: 1 March 2021
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
The importance of big data in the information revolution.
The resource-based view of the firm and dynamic capabilities as they relate to big data.
The use of big data in marketing decisions.
Consumer security concerns over the storage and processing of big data.
Keywords
Citation
McColl, J. and Ritch, E.L. (2021), "The Evolution of Big Data in Marketing: Trust, Security and Data Ownership", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 53-62. https://doi.org/10.1108/978-1-83909-554-220211005
Publisher
:Emerald Publishing Limited
Copyright © 2021 Emerald Publishing Limited