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Using Big Data in Marketing and Advertising: A Case Study

Author

Listed:
  • Adrian IonuÈ› MOȘESCU

    (The Bucharest University of Economic Studies)

  • Raluca Giorgiana CHIVU

    (The Bucharest University of Economic Studies)

  • Ștefan-Claudiu CÄ‚ESCU

    (The Bucharest University of Economic Studies)

  • IonuÈ›-Claudiu POPA

    (The Bucharest University of Economic Studies)

  • Florina BOTEZATU

    (The Bucharest University of Economic Studies)

Abstract

Nowadays, organizations collect and store an enormous amount of information to be able to use them. This faces the organizations to the challenge of managing and extracting the valuable data to support their decisions. The term of "Big Data" is now globally spread and accepted. The term Big Data has become more and more known and used in many industries. In this article, exploratory research was carried out to highlight the areas in which large volumes of data are used primarily. Besides, from the marketing approach, an attempt was made to highlight the purposes of using Big Data in the context of marketing and consumer behaviour.

Suggested Citation

  • Adrian IonuÈ› MOȘESCU & Raluca Giorgiana CHIVU & Ștefan-Claudiu CÄ‚ESCU & IonuÈ›-Claudiu POPA & Florina BOTEZATU, 2020. "Using Big Data in Marketing and Advertising: A Case Study," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 259-264, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2020:i:1:p:259-264
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    More about this item

    Keywords

    Big Data; Marketing.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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