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Veranderende datasets binnen de marketing. puur zegen of ook bron van frustratie?

  • M.G. Dekimpe
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    De voorbije jaren heeft zich een ware explosie voorgedaan aan modelmatige marketing toepassingen. Eén van de voornaamste drijfveren van die evolutie is de toename in de kwaliteit en kwantiteit van marketing data. Aan de hand van drie toepassingen, i.c. het meten van de effectiviteit van prijspromoties, de evolutie in merkentrouw, en de diffusie van technologische innovaties in een globale context, wordt aangetoond hoe grotere data bases een bijdrage hebben geleverd tot het verwerven van nieuwe of verbeterde marketing inzichten. Vervolgens wordt echter aangetoond dat die evolutie naar steeds grotere en meer gedetailleerde data sets niet steeds een pure zegen hoeft te zijn, maar ook een mogelijke bron van frustraties kan worden. Er wordt ingegaan op de moeilijker communicatie tussen onderzoekers onderling, alsook op de veranderende communicatie met zowel studenten als marketing beslissingsnemers.

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    Article provided by KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature in its journal Review of Business and Economic Literature.

    Volume (Year): XLVIII (2003)
    Issue (Month): 3 ()
    Pages: 517-538

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    Handle: RePEc:ete:revbec:20030308
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