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Scientific paper - Original scientific paper
The potential for big data application in the marketing of banking institutions
In: CRODMA 2016 – Book of papers. Varaždin: 2016. pp. 169-176. urn:nbn:hr:211:635225
Dvorski Lacković, Ivana; Kovšca, Vladimir; Lacković Vincek, Zrinka

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Dvorski Lacković, I., Kovšca, V. & Lacković Vincek, Z. (2016). The potential for big data application in the marketing of banking institutions. CRODMA 2016 – Book of papers (pp. 169-176). Retrieved from https://urn.nsk.hr/urn:nbn:hr:211:635225

Dvorski Lacković, Ivana, et al. "The potential for big data application in the marketing of banking institutions." CRODMA 2016 – Book of papers, 2016, pp. 169-176. https://urn.nsk.hr/urn:nbn:hr:211:635225

Dvorski Lacković, Ivana, Vladimir Kovšca and Zrinka Lacković Vincek. "The potential for big data application in the marketing of banking institutions." In CRODMA 2016 – Book of papers, 169-176. 2016. Accessed 2024 December 20. https://urn.nsk.hr/urn:nbn:hr:211:635225

Dvorski Lacković, I., Kovšca, V. and Lacković Vincek, Z. (2016) 'The potential for big data application in the marketing of banking institutions', CRODMA 2016 – Book of papers, pp. 169-176. Available at: https://urn.nsk.hr/urn:nbn:hr:211:635225 (Accessed 20 December 2024)

Dvorski Lacković I, Kovšca V, Lacković Vincek Z. The potential for big data application in the marketing of banking institutions. CRODMA 2016 – Book of papers. 2016. Pp. 169-176. [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:211:635225

I. Dvorski Lacković, V. Kovšca and Z. Lacković Vincek, "The potential for big data application in the marketing of banking institutions", CRODMA 2016 – Book of papers 2016. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:211:635225 [Accessed: 20 December 2024]

Metadata
Title (english)The potential for big data application in the marketing of banking institutions
AuthorIvana Dvorski Lacković
AuthorVladimir Kovšca
AuthorZrinka Lacković Vincek
Author's institutionUniversity of Zagreb
Faculty of Organization and Informatics
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract (english)
The application of big data technology in various industries and sectors has been a significant area of research interest lately. The aim of this paper is to contribute to the field by summarizing existing knowledge on the topic of big data and explore its application in the domain of marketing with special emphasis on banking institutions. The reason for this is the fact that banks, with their turbulent environment characterised by high competition, strict regulatory requirements and consumer centricity, are especially eligible for absorbing benefits of big data technology adoption. The paper is structured in a way that general big data characteristics are presented after the introductory notes. Following is the section related to big data application in marketing. In the fourth section authors discuss banking environment and potential for big data application in the marketing of banks.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Publication titleCRODMA 2016 – Book of papers
Numberingvol. 2016, pp. 169-176
p-ISSN2459-7953
URN:NBNurn:nbn:hr:211:635225
Publication2016
ConferenceTitle: Croatian Direct Marketing Association
Acronym: CRODMA
Location: Varaždin, Croatia
Start date: 2016-10-20
End date: 2016-10-21
Assembly type: Lecture
Document URLhttps://crodma.hr/2016/
Type of resourceText
Publishing placeVaraždin
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-27 12:10:32