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Focusing on the quality and performance implications of marketing analytics

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  • Maria Petrescu

    (Embry-Riddle Aeronautical University)

  • Anjala S. Krishen

    (University of Nevada, Las Vegas)

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  • Maria Petrescu & Anjala S. Krishen, 2021. "Focusing on the quality and performance implications of marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 155-156, September.
    • Handle: RePEc:pal:jmarka:v:9:y:2021:i:3:d:10.1057_s41270-021-00129-4
    DOI: 10.1057/s41270-021-00129-4
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    References listed on IDEAS

    as
    1. Germann, Frank & Lilien, Gary L. & Rangaswamy, Arvind, 2013. "Performance implications of deploying marketing analytics," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 114-128.
    2. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Jia Li & Rachel McCrary, 2022. "Consumer communications and current events: a cross-cultural study of the change in consumer response to company social media posts due to the COVID-19 pandemic," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 173-183, June.
    2. Maria Petrescu & Anjala S. Krishen, 2022. "Co-creating transformative value in marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 1-2, March.
    3. Shimi Naurin Ahmad & Michel Laroche, 2023. "Extracting marketing information from product reviews: a comparative study of latent semantic analysis and probabilistic latent semantic analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 662-676, December.
    4. Tat-Huei Cham & Jun-Hwa Cheah & Mumtaz Ali Memon & Kim-Shyan Fam & Józsa László, 2022. "Digitalization and its impact on contemporary marketing strategies and practices," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 103-105, June.

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