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Published in: Marketing Review St. Gallen 4/2014

01-08-2014 | Schwerpunkt

Data-driven Intelligence for SME E-Business: A Marketing and Sales Perspective

Authors: Dr. Michael Reinhold, Dr. Stephan Reinhold

Published in: Marketing Review St. Gallen | Issue 4/2014

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Excerpt

Recommendation systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and up-selling. However, they have so far been impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study, we demonstrate how SMEs can overcome three fundamental barriers to adopting recommendation systems. Large-scale simulation and modelling techniques are the key to success. …
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Metadata
Title
Data-driven Intelligence for SME E-Business: A Marketing and Sales Perspective
Authors
Dr. Michael Reinhold
Dr. Stephan Reinhold
Publication date
01-08-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 4/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0381-8