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The relationship between unstructured information and marketing knowledge: an experiment in the US wine market

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  • Paola Scorrano
  • Monica Fait
  • Amedeo Maizza

Abstract

The aim of this paper is to assess, with a view to marketing strategies, the potential of a marketing intelligence software application designed to extract information from non-structured web sources (typically websites and social media). The paper also proposes a conceptual model that SMEs can use to transform simple qualitative and quantitative data into knowledge that is useful for supporting the decision-making process in the context of international marketing. The presentation of the proposed interpretative model is followed by the application to the wine market in the USA. Comparison of the themes typical of online discourse in the worlds of supply and demand highlights a certain communicative misalignment that SMEs can resolve by adopting suitable communicative strategies.

Suggested Citation

  • Paola Scorrano & Monica Fait & Amedeo Maizza, 2015. "The relationship between unstructured information and marketing knowledge: an experiment in the US wine market," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 8(3), pages 232-246.
    • Handle: RePEc:ids:ijmpra:v:8:y:2015:i:3:p:232-246
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    Cited by:

    1. Piero Mastroberardino & Giuseppe Calabrese & Flora Cortese & Miriam Petracca, 2022. "Social Commerce in the Wine Sector: An Exploratory Research Study of the Italian Market," Sustainability, MDPI, vol. 14(4), pages 1-20, February.

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