What is it about?

This link takes you to the book "Marketing Management: A Cultural Perspective" edited by Penaloza, Toulouse & Visconti. Detlev Zwick & Nikhilesh Dholakia have the chapter "Strategic Database Marketing: Customer Profiling as New Product Development" in this book. The chapter explores how Big Data profiling has become a strategy to avoid studying customers, and companies -- using data analytics -- work just with pixelated representations of consumers.

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Why is it important?

First, the book itself is truly unique and innovative: an in-depth look at marketing from multiple cultural perspectives. Second, the Zwick-Dholakia chapter in this book adds to the body of work by these authors on the interactions of databases, marketscapes and consumptionscapes. The chapter provides insights and research directions for exploring the continually reshaping of market processes in the Big Data era.

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This page is a summary of: Marketing Management, March 2013, Taylor & Francis, DOI: 10.4324/9780203357262.
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