Abstract
The times of cannibalisation between different marketing channels is past. Use synergies gives additional value to companies and to customers. The m ore channels the more data about customers are available. Today we talk about bid data. To use never ending data is a top priority of many companies. However, challenges have to be solved: developing new teams with new knowledge, building structures, implementing a new culture in companies.
| Translated title of the contribution | Multichannel marketing in times of big data |
|---|---|
| Original language | German |
| Pages (from-to) | 50-51 |
| Journal | Plus |
| Volume | 1 |
| Issue number | 1 |
| Publication status | Published - Dec 2014 |