Marketing Intelligence From Data Mining Perspective - A Literature Review
Marketing Intelligence From Data Mining Perspective - A Literature Review
Marketing Intelligence From Data Mining Perspective - A Literature Review
5, October 2019
TABLE I: THE DISTRIBUTION OF ARTICLES BY JOURNAL TITLES capabilities, organizational processes, firm attributes,
Journal title No % information, knowledge, etc.” [17] play the most ultimate
Expert Systems with Applications 10 13.16% role in strategic planning for success [18]. Another
Decision Support Systems 7 9.21% interesting point is that the resource-based theory not only
IEEE 6 7.89% considers the importance of resources but also highlights the
European Journal of Marketing 5 6.58% capabilities to exploit them and turn them into sustainable
competitive advantages [19]. With that regard, marketing
Communications of the ACM 4 5.26%
intelligence is considered as significant resources for the
Information and Management 4 5.26%
service/product enhancement and innovation [4], [6].
Journal of Business Research 4 5.26%
Correspondingly, data mining models and techniques play
MIS Quarterly 3 3.95% the role as capabilities to turn big data into marketing
Journal of Marketing 2 2.63% intelligence [3], [18]. Consequently, it is important to
Management Science 2 2.63% examine the role of marketing intelligence coupled with
ACM Transactions on Information relevant data mining models and techniques in the success of
Systems 1 1.32%
enterprises. In the next part, this study will discuss
Marketing Management 1 1.32%
components of marketing intelligence as significant
Others 27 35.53%
resources for the success of enterprises.
Total 76 100.00%
C. Proposed Marketing Intelligence Framework
According to Table I, the significant proportion of relevant From the perspective of the resource-based theory,
articles comes from Expert Systems with Applications enterprises should identify marketing intelligence coupled
(13.16%, or 10 of the 76 articles), followed by Decision with data mining models and techniques as significant
Support Systems (9.21%, or 7 articles), and the IEEE (7.89%, resources and capabilities for competition [3], [7], [17]. The
or 6 articles). Other journals, which are also well referenced, proposed framework in Fig. 2 is based on the literature
are European Journal of Marketing, Communications of the review and classification of marketing intelligence from
ACM, Information and Management, Management Science, different studies [7], [20], [21]. According to these authors,
etc. To ensure the validity and reliability of the literature marketing intelligence, which comprises of market
search process, the forward and backward search techniques intelligence, product intelligence, customer intelligence, and
are conducted to make sure that 76 chosen articles can competitor intelligence, can cover every aspect of the
represent the literature of this domain [16]. The 76 articles are marketing mix. Each component of marketing intelligence
also classified by the year of publication. Fig. 1 shows the will be discussed in detail in the following section. These four
distribution of articles by the year of publication from 2001 to components of marketing intelligence belong to the inner
2018. The 18-year duration seems long enough to see the layer of the framework. The outer layer of the framework
changes and trends in marketing intelligence. In Fig. 1, it can consists of six most typical data mining models to extract
be seen that the number of articles has grown between 2001 different components of marketing intelligence [14], [21].
and 2018 with the peak in 2013 and 2016. The period from
2009 to 2013 shows a gradual increase in the number of
articles in this domain. There is a fluctuation in the number of
articles from 2013 to 2018. This can be explained by the
research gap between practitioners and researchers. As
mentioned in the introduction part, studies on marketing
intelligence and data mining really lack papers discussing the
technical side regarding algorithms, machine learning
techniques, data mining techniques for a specific application
in marketing [12], [14]. As a matter of fact, practitioners such
as Adobe, Salesforce, or IBM conduct in-depth studies on
customer intelligence, product intelligence, and content
intelligence. However, these publications are exclusive from
academic databases.
185
International Journal of Innovation, Management and Technology, Vol. 10, No. 5, October 2019
186
International Journal of Innovation, Management and Technology, Vol. 10, No. 5, October 2019
Internet Protocol searches through cookies and server logs clustering and classification are useful in dividing customers
[7]. Web intelligence uncovering customers’ needs and into homogenous segments and build customer profiles [11],
detecting business opportunities can also be collected from [12]. Customer profiles should contain information on
web pages, e-commerce sites, and social media [7], [41]. demography (age, gender), buying behaviors (needs,
Marketers can analyze customer clickstream data logs on purchasing power, preferences, lifestyle), purchasing
visit frequency, viewed items, and visit time on a website to attributes (recency, frequency, size), product category,
understand customers’ browsing habits and purchasing product mix, and estimated customer lifetime values [21],
behaviors [11], [37]. Enterprises can exploit customer [45]. In this stage, the decision tree technique in classification
intelligence from internal sources such as billing records, and K-means technique in clustering is used to group
company's weblogs, CRM system, customer surveys, etc. customer segments with similar characteristics [25]. Then
[27]. External sources of customer intelligence are lookups target customer analysis is applied to choose the most
for telephone number and address, social media, competitors' profitable segment [46].
websites, household hierarchies, Fair-Isaacs credit scores, 2) Customer attraction
customer reviews, clickstream [8], [11], [27].
With an aim to attract target segments, the classification
method takes the lead along with regression and clustering
[15]. Taking a closer look at the classification method,
IV. CLASSIFICATION OF MARKETING INTELLIGENCE WITH
Bayesian network classifier, Decision tree, Genetic algorithm,
DATA MINING MODELS AND TECHNIQUES
and neural network are the most popular techniques [7], [9],
A. Data Mining for Market Intelligence [15]. In addition, RFM analysis in terms of recency,
Market intelligence can be divided into two levels: country frequency, and monetary of purchases can be applied to
level and people level [6], [31]. The country level includes comprehend customer behavior and improve direct
political-economic intelligence on legal regulations, marketing strategy to attract customers [25].
economics, technological development, market 3) Customer retention
competitiveness, and public policies [6], [28], [31]. The In order to retain customers, it is necessary to customize
people level consists of social-cultural intelligence on culture, marketing strategies that suit customer preferences and
customs, and habits, purchasing power, customer preference, behaviors [12], [47]. In fact, enterprises normally develop
income, literacy rate, education level, lifestyles, climatic customer profiling, campaign management analysis, credit
conditions, etc. [6], [28]. Different data mining models such scoring, recommender systems or loyalty programs to
as clustering, prediction, association, classification, and increase customer satisfaction and maintain a long-term
regression are conducted to extract political-economic and relationship [27], [47]. Thus, various data mining methods
social-cultural intelligence [42], [43]. Grounded in these data are applied to support those activities such as classification,
mining models, a variety of mining techniques are adopted association, clustering, sequence discovery, and regression
for different purposes. For example, sentiment and effect [15]. Accordingly, association rules, decision tree, neural
analysis to scan for market intelligence; decision tree, support network, logistic regression, and genetic algorithm are
vector machines, and logistic regression to predict and mostly discussed by researchers [1], [14], [15].
discover hidden correlations; genetic algorithms to optimize
4) Customer development
web searching; generic NLP (Natural Language processing)
rules to identify networks of distributors, suppliers, and With an aim to maximize value creation for enterprises,
collaborators; the Bayes technique to classier sentiment in customer development covers three main perspectives:
stock markets [42]-[44]. up/cross-selling, customer lifetime value and market basket
analysis [15], [47]. Sequence discovery and association are
B. Data Mining for Customer Intelligence the data mining methods supporting up/cross-selling along
Customer intelligence relates to customer relationship with market basket analysis [45], [48]. To be specific,
management (CRM) in terms of understanding customers association rules and neural network are the most common
and maximizing their values for enterprises. With the help of data mining techniques [15]. In estimating customer lifetime
customer intelligence, CRM will be able to support value, data scientists apply various mining models, including
enterprises to identify and retain the most profitable classification, clustering, forecasting, and regression [15],
customers [27]. Based on CRM, customer intelligence [22]. Thus, the corresponding data mining techniques are
consists of four levels: i) Customer identification – how to neural network, Bayesian network classifier, association
identify the most profitable customers; ii) Customer rules, linear regression, survival analysis, Markov chain
attraction – how to attract customers through marketing model [15], [42].
strategies; iii) Customer retention – how to retain a long-term
C. Data Mining for Product Intelligence
relationship with customers; iv) Customer development –
how to increase customer values [15], [25]. Based on the proposed definition of product intelligence in
the previous part, it can be seen that product intelligence
1) Customer identification
consists of two levels: product development [20], [21] and
Customer intelligence starts with identifying customer product recommendation [37], [49].
segments with similar interests and profitability [15], [21].
1) Product development
Various demographic, psychographic, behavioral or
geographic criteria are used for customer segmentation [21], Product ontologies are built through text mining web
[27]. Accordingly, customer segmentation methods such as content and user-generated content [20], [21]. Product
187
International Journal of Innovation, Management and Technology, Vol. 10, No. 5, October 2019
characteristics can be extracted through the text mining types (for examples: coupons, bundling, discount, gifting,
method with classification, association, and clustering sampling, etc.), and sales [37]. Regression models, especially
models [11], [21]. Product characteristics are data on size, linear regression techniques are mostly used to find out the
weight, color, packaging, and types [4], [49]. Different relationships among factors in promotional strategies [3],
techniques such as opinion mining, topic modeling, [11]. In addition, heuristic models place the top position
question-answering, information extraction are implemented along with clustering, and association models as the most
for different research objectives [7]. Topic modeling is ideal significant tools to develop recommender systems for
for finding the main theme whereas question-answering is the promotional strategies [37]. Recommender systems will be
application of natural language processing to build an able to promote suitable products for target customers,
ontology supporting human-computer interactions [20], [21]. especially for movies and shopping industry [27], [47]. The
On the other hand, opinion mining and sentiment analysis most common data mining techniques to build recommender
techniques are critical for identifying attitudes, emotions, and systems are K-Nearest Neighbor, association rule, link
feelings [50], [51]. analysis [37].
2) Product recommendation 4) Competitors’ place intelligence
This dimension of product intelligence aims to personalize Nowadays, data about locations used in the marketing mix
recommendations for each customer through data from can be obtained through location-based service [53].
clickstreams, customer profiles, mobile call records, and Location-based data can be traced through mobile devices
transactions for better customer satisfaction [37]. Among with GPS, WiFi, GSM, or Bluetooth, vehicles with GPS,
various data mining models, association, classification, smart cards (bank cards or transportation cards), floating
clustering, and regression are commonly used for building sensors (devices with radio frequency identification),
recommender systems in many studies [52]. In the same vein, check-in from social networks [13], [53]. In terms of
the associated mining techniques are K-Nearest Neighbor, location-based marketing, classification, prediction, and
Bayesian classifiers, association rules, decision trees, link regression are the most significant data mining models [11],
analysis, neural networks, linear regression [37], [52]. As one [13]. Correspondingly, various data mining techniques are
of the most important building blocks of recommender conducted such as linear/non-linear regression, the Naïve
systems, k-Nearest neighbor (k-NN) identifies users with Bayes technique, neural network, and support vector machine
similar behaviors through their preference ratings and make [13], [53].
recommendations on top products that are likely to be
purchased [49].
V. CONCLUSION
D. Data Mining for Competitor Intelligence
With an aim to promote the digital transformation of
As mentioned above, the competitor intelligence covers
marketing via smart services, this paper presents a literature
competitors’ 4 Ps of the marketing mix including product,
review for exploiting marketing intelligence through the
price, promotion, and place.
application of data mining on specific functions of marketing.
1) Competitors’ products intelligence Under this approach, marketing intelligence is classified
In order to monitor competitors’ product information, data based on the marketing mix. Relevant data sources, mining
scientists mine web contents with clustering, association models, and techniques are also proposed for each
model, and product ontology mining [20], [21]. Through the component of marketing intelligence. This paper builds an
application of association rules, not only product features in-depth literature review of 76 relevant articles from various
(design, labeling, brand, guarantee, etc.) but also threats of databases. The research result provides a classification on
substitute products can be extracted from customer reviews, each component of marketing intelligence with relevant
product ratings, and product descriptions [6], [20], [21]. mining models and techniques. The findings of this paper
Other data mining techniques are latent topic modeling and have several important implications.
sentiment analysis that can be used for constructing the Through this study, enterprises will be able to make good
product ontology through text mining on social media [20], use of data mining techniques in exploiting marketing
[21]. intelligence for competition. This will make great practical
2) Competitors’ pricing intelligence contributions for enterprises as marketing intelligence can
Monitoring information on competitors’ pricing offer certain competitive advantages in approaching potential
intelligence includes price strategy, discount policy, margins, market, competitors, products, and customers [3], [4]. The
credit, secure collection [6]. The most preferred data-mining proposed framework of marketing intelligence has made a
model to study pricing strategy is the regression model [3], significant theoretical contribution by bridging the gap
[11]. In particularly, multi-linear regression technique is between information systems and marketing. The framework
applied to identify determinants of competitors’ price [11]. is promised to be a source of reference for both practitioners
Along with regression models, association models are also and researchers. Researchers can rely on this framework to
useful to identify potential competitors and their pricing further their studies.
strategy [11]. This paper aims at exploiting marketing intelligence
through mining big data to accelerate the digital
3) Competitors’ promotion intelligence
transformation. Relevant data mining techniques have been
To acquire intelligence on competitors’ promotional identified for specific application in marketing. Marketing
strategy, enterprises need to obtain data on promotion time, intelligence in this paper is classified based on the marketing
188
International Journal of Innovation, Management and Technology, Vol. 10, No. 5, October 2019
mix. It is noted that product, customer, and promotion seem [21] S. L. France and S. Ghose, “Marketing analytics: Methods, practice,
implementation, and links to other fields,” Expert Systems with
to catch more attention than price and place [21]. Therefore, Applications, vol. 119, pp. 456-475, 2018.
there is a call for further research on marketing intelligence [22] J. L. Seng and T. C. Chen, “An analytic approach to select data mining
related to price and place. Finally, this paper has proposed for business decision,” Expert Systems with Applications, vol. 37, no.
12, pp. 8042-8057, 2010.
specific data mining techniques for different application of
[23] I. Bose, “Mahapatra, and management,” Business Data Mining — A
marketing. Future scholars can accelerate and deepen this Machine Learning Perspective, vol. 39, no. 3, pp. 211-225, 2001.
research direction by applying these techniques to solve a [24] E. W. T. Ngai et al., “The application of data mining techniques in
practical business problem. financial fraud detection: A classification framework and an academic
review of literature,” Decision Support Systems, vol. 50, no. 3, pp.
For the time being, we are currently working on the 559-569, 2011.
intelligence marketing maturity levels and a framework for [25] S. M. S. Hosseini, A. Maleki, and M. R. Gholamian, “Cluster analysis
marketing intelligence systems. Moreover, an open-source using data mining approach to develop CRM methodology to assess
the customer loyalty,” Expert Systems with Applications, vol. 37, no. 7,
marketing intelligence system for enterprises, especially pp. 5259-5264, 2010.
SMEs (small and medium-sized enterprises) is being [26] D. Enke and S. Thawornwong, “The use of data mining and neural
developed for experimenting the proposed framework in networks for forecasting stock market returns,” Expert Systems with
Applications, vol. 29, no. 4, pp. 927-940, 2005.
order to reinforce the practical contributions of this paper. [27] C. Rygielski, J. C. Wang, and D. C. Yen, Data Mining Techniques for
Customer Relationship Management, vol. 24, no. 4, pp. 483-502, 2002.
REFERENCES [28] R. Y. Lau et al, Web 2.0 Environmental Scanning and Adaptive
Decision Support for Business Mergers and Acquisitions, pp.
[1] U. Sivarajah et al., “Critical analysis of Big Data challenges and 1239-1268, 2012.
analytical methods,” Journal of Business Research, vol. 70, pp. [29] A. K. Kohli and B. J. Jaworski, Market Orientation: The Construct,
263-286, 2017. Research Propositions, and Managerial Implications, pp. 1-18, 1990.
[2] M. Janssen, H. van der Voort, and A. J. J.o.B.R, Wahyudi, Factors [30] Z. Xu, G. L. Frankwick, and E. J. Ramirez, Effects of Big Data
Influencing Big Data Decision-Making Quality, 2017, vol. 70, pp. Analytics and Traditional Marketing Analytics on New Product
338-345. Success: A Knowledge Fusion Perspective, vol. 69, no. 5, pp.
[3] R. Y. K. Lau et al., “Big data commerce,” Information & Management, 1562-1566, 2016.
vol. 53, no. 8, pp. 929-933, 2016. [31] P. R. Trim and Y. I. Lee, A Strategic Marketing Intelligence and
[4] K. Efrat, S. Gilboa, and M. J. I. B. R. Yonatany, When Marketing and Multi-organisational Resilience Framework. vol. 42, no. 7/8, pp.
Innovation Interact: The Case of Born-Global Firms, 2017, vol. 26, no. 731-745, 2008.
2, pp. 380-390. [32] C. S. Fleisher, Using Open Source Data in Developing Competitive
[5] M. J. C. I. M. Huster, Marketing Intelligence: A First Mover Advantage. and Marketing Intelligence, vol. 42, no. 7/8, pp. 852-866, 2008.
vol. 8, no. 2, pp. 13-17, 2005. [33] M. Gaham and B. Bouzouia, “Intelligent product-driven manufacturing
[6] A. Navarro-García et al., Market Intelligence Effect on Perceived control: A mixed genetic algorithms and machine learning approach to
Psychic Distance, Strategic Behaviours and Export Performance in product intelligence synthesis,” in Proc. XXII International Symposium
Industrial SMEs, 2016, vol. 31, no. 3, pp. 365-380. on Information, Communication and Automation Technologies, ICAT
[7] H. Chen, R. H. L. Chiang, and V. C. Storey, “Business intelligence and 2009.
analytics — From big data to big impact,” MIS Quarterly, vol. 36, pp. [34] S. A. Rijsdijk, E. J. Hultink, and A. Diamantopoulos, “Product
1165-1188, 2012. intelligence: Its conceptualization, measurement and impact on
[8] T. P. Liang and Y. H. Liu, Research Landscape of Business consumer satisfaction,” Journal of the Academy of Marketing Science,
Intelligence and Big Data Analytics: A Bibliometrics Study, 2018. vol. 35, no. 3, pp. 340-356, 2007.
[9] B. Baesens et al., Transformational Issues of Big Data and Analytics in [35] A. S. Abrahams et al., “Vehicle defect discovery from social media,”
Networked Business, 2016, vol. 40, no. 4. Decision Support Systems, vol. 54, no. 1, pp. 87-97, 2012.
[10] H. T. Moges et al., A Multidimensional Analysis of Data Quality for [36] A. S. Abrahams et al., “What's buzzing in the blizzard of buzz?
Credit Risk Management: New Insights and Challenges, 2013, vol. 50, Automotive component isolation in social media postings,” Decision
no. 1, pp. 43-58. Support Systems, vol. 55, no. 4, pp. 871-882, 2013.
[11] S. Fan, R. Y. K. Lau, and J. L. Zhao, “Demystifying big data analytics [37] D. H. Park et al., “A literature review and classification of
for business intelligence through the lens of marketing mix,” Big Data recommender systems research,” Expert Systems with Applications,
Research, vol. 2, no. 1, pp. 28-32, 2015. vol. 39, no. 11, pp. 10059-10072, 2012.
[12] A. Amado et al., “Research trends on big data in marketing: A text [38] S. Wright et al., Competitive Intelligence in UK Firms: A Typology, vol.
mining and topic modeling based literature analysis,” European 20, no. 6, pp. 349-360, 2002.
Research on Management and Business Economics, vol. 24, no. 1, pp. [39] W. Di et al., “Is a picture really worth a thousand words? On the role of
1-7, 2018. images in e-commerce,” in Proc. the 7th ACM International
[13] G. Pan et al., Trace Analysis and Mining for Smart Cities: Issues, Conference on Web Search and Data Mining, 2014.
Methods, and Applications, 2013, vol. 51, no. 6, pp. 120-126. [40] S. Sukumaran and A. J. Sureka, Integrating Structured and
[14] S. H. Liao, P. H. Chu, and P. Y. Hsiao, “Data mining techniques and Unstructured Data Using Text Tagging and Annotation, vol. 11, no. 2,
applications – A decade review from 2000 to 2011,” Expert Systems p. 8, 2006.
with Applications, vol. 39, no. 12, pp. 11303-11311, 2012. [41] A. Doan, R. Ramakrishnan, and A. Y. Halevy, Crowdsourcing Systems
[15] E. W. T. Ngai, L. Xiu, and D. C. K. Chau, “Application of data mining on the World-Wide Web, vol. 54, no. 4, pp. 86-96, 2011.
techniques in customer relationship management: A literature review [42] H. Chen and D. J. Zimbra, AI and Opinion Mining, vol. 25, no. 3, pp.
and classification,” Expert Systems with Applications, vol. 36, no. 2, pp. 74-80, 2010.
2592-2602, 2009. [43] W. Chung, H. Chen, and J. F. Nunamaker Jr, A Visual Framework for
[16] J. Webster and R. T. J. M. Q. Watson, Analyzing the Past to Prepare Knowledge Discovery on the Web: An Empirical Study of Business
for the Future: Writing a Literature Review, pp. 13-23, 2002. Intelligence Exploration, vol. 21, no. 4, pp. 57-84, 2005.
[17] J. J. J. O. M. Barney, Firm Resources and Sustained Competitive [44] X. J. Bai, Predicting Consumer Sentiments from Online Text, vol. 50,
Advantage, vol. 17, no. 1, pp. 99-120, 1991. no. 4, pp. 732-742, 2011.
[18] S. Rakthin, R. J. Calantone, and J. F. J. J. O. B. R. Wang, Managing [45] H. Baars and H. G. Kemper, “Management support with structured and
Market Intelligence: The Comparative Role of Absorptive Capacity unstructured data — An integrated business intelligence framework,”
and Market Orientation, vol. 69, no. 12, pp. 5569-5577, 2016. Information Systems Management, vol. 25, no. 2, pp. 132-148, 2008.
[46] J. Y. Woo, S. M. Bae, and S. C. Park, Visualization Method for
[19] I. V. Kozlenkova, S. A. Samaha, and R. W. Palmatier, Resource-Based Customer Targeting Using Customer Map, vol. 28, no. 4, pp. 763-772,
Theory in Marketing, vol. 42, no. 1, pp. 1-21, 2014. 2005.
[20] K. Amarouche, H. Benbrahim, and I. Kassou, “Product opinion mining
[47] A. Payne and P. J. Frow, A Strategic Framework for Customer
for competitive intelligence,” Procedia Computer Science, vol. 73, pp. Relationship Management, vol. 69, no. 4, pp. 167-176, 2005.
358-365, 2015. [48] M. J. Shaw et al., Knowledge Management and Data Mining for
Marketing, vol. 31, no. 1, pp. 127-137, 2001.
189
International Journal of Innovation, Management and Technology, Vol. 10, No. 5, October 2019
[49] A. Albadvi and M. Shahbazi, “A hybrid recommendation technique Thang Le Dinh is an associate professor in
based on product category attributes,” Expert Systems with information systems at the Université du Québec à
Applications, vol. 36, no. 9, pp. 11480-11488, 2009. Trois-Rivières, Canada. He is also a visiting research
[50] R. Y. K. Lau, C. Li, and S. S. Y. Liao, “Social analytics: Learning scientist at Adobe Research and a co-director of the
fuzzy product ontologies for aspect-oriented sentiment analysis,” LARIDEPED laboratory (larideped.org), whose
Decision Support Systems, vol. 65, pp. 80-94, 2014. purpose is to promote business development in the
[51] Y. M. Li and T. Y. Li, “Deriving market intelligence from microblogs,” digital age. His primary research interest focuses on
Decision Support Systems, vol. 55, no. 1, pp. 206-217, 2013. service modeling, knowledge management, enterprise
[52] G. Adomavicius, A. J. Tuzhilin, and D. Engineering, Toward the Next systems, e-collaboration, project management and
Generation of Recommender Systems: A Survey of the State-of-the-Art smart services. His recent publications are in the Journal of e-Collaboration,
and Possible Extensions, no. 6, pp. 734-749, 2005. International Journal of Innovation in the Digital Economy, Journal of
[53] S. Scellato, A. Noulas, and C. Mascolo, “Exploiting place features in International Entrepreneurship, Interactive Technology and Smart
link prediction on location-based social networks,” in Proc. the 17th Education, International Journal of Services Sciences, etc.
ACM SIGKDD International Conf. on Knowledge Discovery and Data
Mining, 2011. William Menvielle is an associate professor in
marketing at the Université du Québec à
Trois-Rivières, Canada. He is also a visiting
Nguyen Anh Khoa Dam is currently a doctoral professor at the University of Nice, France. His
student at the Universitédu Québec àTrois-Rivières. research interest focuses on international marketing,
He has also served as a marketing lecturer at Da Nang health marketing and tourism marketing (consumer
University of Science and Technology, Vietnam. Mr. behavior of health tourism). His recent publications
Dam earned his MBA in finance at LaSalle are presented in Système d’Information et
University, USA in 2011 and his bachelor in Management, Journal de Gestion et d’Économie Médicales, Qualitative
international marketing from Temple University, Market Research, Teoros or TOURISM - An International Interdisciplinary
USA in 2008. His research focuses on big data, Journal.
international marketing, and knowledge management.
190