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.

A conceptual model to develop data gathered from unstructured sources into marketing knowledge

SCORRANO, Paola;FAIT, MONICA MARIA ELENA
2015-01-01

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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11587/408996
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