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Strategies to Reach the Changing Consumer
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-EDirección estratégica, Marketing, Tecnologías de la informaciónTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Desde 15,00 €
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Using Big Search Data to Map Your Market
Skiera, Bernd; Ringel, Daniel M.Artículo ART-2982-EMarketing, Tecnologías de la informaciónMarkets today are flooded with an increasing number of products and brands, making it difficult for companies to track how their products compete in the market. Big search data allow companies to obtain valuable insights on market share as well as on key competitors. But collecting and analyzing vast amounts of data pose huge challenges. In this article, the authors describe how they used clickstream data to visualize competition in product categ...Desde 8,20 €