Integrating marketing capabilities and CRM for social promotion: evidence from big data marketing analytics

Journal of Marketing Analytics 2026

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Authors: Kai Haverila, Matti Haverila, Hadi Zarea
DOI: 10.1057/s41270-025-00454-y
Cited by: 3
References: 84

Fields of Study & Subjects

Digital Marketing and Social Media Big Data and Business Intelligence Customer churn and segmentation

Publication details

Journal / source
Journal of Marketing Analytics
Publisher
Springer Science and Business Media LLC
Publication date
19 February 2026
Language
EN