WSEAS Transactions on Business and Economics


Print ISSN: 1109-9526
E-ISSN: 2224-2899

Volume 15, 2018

Notice: As of 2014 and for the forthcoming years, the publication frequency/periodicity of WSEAS Journals is adapted to the 'continuously updated' model. What this means is that instead of being separated into issues, new papers will be added on a continuous basis, allowing a more regular flow and shorter publication times. The papers will appear in reverse order, therefore the most recent one will be on top.

Volume 15, 2018


Challenges of Application of the Big Data in Marketing: Case Study Croatia

AUTHORS: Katarina Ćurko, Zvonko Merkaš, Tena Silović

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ABSTRACT: Exponential data growth requires new ways of processing data. In addition to size, challenges also bring diversity and changeability of data. The solution is offered in the Big Data concept. In this paper are given the basic features and applications of the Big Data in business. A special emphasis is given to the application of the Big Data in marketing with an overview of the fundamental challenges that Big Data technology brings to marketing activities. The paper gives recommendations on how to respond to these challenges. This paper also presents the results of preliminary research on consumer attitudes on the application of the Big Data in marketing conducted in Croatia in 2017

KEYWORDS: Big Data, Marketing, Consumer, Case Study

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WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #16, pp. 162-170


Copyright © 2018 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0