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Marketing analytics: from practice to academia

Author

Listed:
  • Maria Petrescu

    (Nova Southeastern University)

  • Anjala S. Krishen

    (University of Nevada)

Abstract

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Suggested Citation

  • Maria Petrescu & Anjala S. Krishen, 2017. "Marketing analytics: from practice to academia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 45-46, June.
    • Handle: RePEc:pal:jmarka:v:5:y:2017:i:2:d:10.1057_s41270-017-0019-1
    DOI: 10.1057/s41270-017-0019-1
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    Citations

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    Cited by:

    1. Matthew D. Vollrath & Salvador G. Villegas, 2022. "Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 106-113, June.
    2. Maria Petrescu & Anjala S. Krishen, 2021. "A tribute to our heroes and thoughts about collaborative relationships," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 81-82, June.
    3. Anjala S. Krishen & Maria Petrescu, 2018. "Marketing analytics: delineating the field while welcoming crossover," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(4), pages 117-119, December.
    4. Anjala S. Krishen & Maria Petrescu, 2019. "Data-driven decision making: implementing analytics to transform academic culture," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 51-53, June.
    5. Michael Rodriguez & Stefanie Boyer, 2020. "The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 137-148, September.
    6. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    7. Maria Petrescu & Anjala S. Krishen, 2019. "Software and data in analytics: lending theory to practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 125-126, September.
    8. Brooks Oppenheimer, 2024. "Including “touch-and-feel” in online consumer research: optimizing information gain given costs of data online versus in-person," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 411-416, June.
    9. Pratik Verma & Shaurya Agarwal & Pushkin Kachroo & Anjala Krishen, 2017. "Declining transportation funding and need for analytical solutions: dynamics and control of VMT tax," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 131-140, December.
    10. Dana E. Harrison & Haya Ajjan, 2019. "Customer relationship management technology: bridging the gap between marketing education and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(4), pages 205-219, December.

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