Welcome to the InfoSci Platform
Reference Hub4
Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK

Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK

Eleonora Pantano, Simona Giglio, Charles Dennis
Copyright: © 2020 |Pages: 18
ISBN13: 9781799801313|ISBN10: 1799801314|ISBN13 Softcover: 9781799801320|EISBN13: 9781799801337
DOI: 10.4018/978-1-7998-0131-3.ch010
Cite Chapter Cite Chapter

MLA

Pantano, Eleonora, et al. "Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK." Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, edited by Sumesh Singh Dadwal, IGI Global, 2020, pp. 205-222. https://doi.org/10.4018/978-1-7998-0131-3.ch010

APA

Pantano, E., Giglio, S., & Dennis, C. (2020). Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK. In S. Dadwal (Ed.), Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer (pp. 205-222). IGI Global. https://doi.org/10.4018/978-1-7998-0131-3.ch010

Chicago

Pantano, Eleonora, Simona Giglio, and Charles Dennis. "Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK." In Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, edited by Sumesh Singh Dadwal, 205-222. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0131-3.ch010

Export Reference

Mendeley
Favorite

Abstract

This chapter aims at exploring the extent to which the recent trends in digitalization of marketing and related services are leading to a massive amount of consumers' information (big data) in order to suggest possible solutions and recommendations. To this end, the chapter will focus on the case of a large shopping center in London (UK) as meaningful example of how retailers might exploit big data analytics such as sentiment and image analytics to get useful consumers' insights to be successfully integrated into marketing strategies. Finally, the chapter discusses the implications for scholars and practitioners and proposes a future research agenda.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.