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- Title
Special Issue: Transformative Marketing and Operations Management.
- Authors
Kumar, V.; Kumar, Subodha; Leone, Robert P.
- Abstract
The continuous change in the environment, which is a hallmark of the operations management (OM) and marketing disciplines, is informed by academic research pursuits and real-world business developments. The company was able to accomplish this through mining the data on customer behavior. This mining of the customer data generates three market-based resources of major importance are a firm's customer information I assets i , customer information analysis I capabilities i , and customer I knowledge i (Varadarajan 2018).
- Subjects
MARKETING management; OPERATIONS management; BUSINESS success; BUSINESS development
- Publication
Production & Operations Management, 2021, Vol 30, Issue 2, p606
- ISSN
1059-1478
- Publication type
Article
- DOI
10.1111/poms.13385