Title

Editorial-Marketing Science and Big Data.

Authors

Chintagunta, Pradeep; Hanssens, Dominique M.; Hauser, John R.

Abstract

The article discusses how marketing science has developed the disciplines, models and methods of marketing over the years. The article also discusses the data revolution, big data which had an impact on consumer packaged firms. The article mentions disciplines including machine learning, text-processing and video-processing which could benefit from big data.

Publication

Marketing Science, 2016, Vol 35, Issue 3, p341

ISSN

0732-2399

Publication type

Academic Journal

DOI

10.1287/mksc.2016.0996