Regulation of data-driven marketing and management theory: bibliometric analysis, systematic literature review and research agenda Jorge Xavier and Winnie Ng Picoto Primary Author mixed material bibliography ENGLAND EMERALD INSIGHT 2023 monographic en ENGLISH

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BAIK Abstract Purpose – Regulatory initiatives and related technological shifts have been imposing restrictions on datadriven marketing (DDM) practices. This paper aims to find the main restrictions for DDM and the key management theories applied to investigate the consequences of these restrictions. Design/methodology/approach – The authors conducted a unified bibliometric analysis with 104 publications retrieved from both Scopus and Web of Science, followed by a qualitative, in-depth systematic literature review to identify the management theories in literature and inform a research agenda. Regulation, Martech, Adtech Data-driven marketing, Management theory NONE Repository Universitas Langlangbuana Sistem Repository Elektronik Skripsi, Tesis, Desertasi dan Penelitian Dosen Universitas Langlangbuana JA101.IJLMA23V65.5.5 My Library Regulation of data-driven marketing and management theory: bibliometric analysis, systematic literature review and research agenda COVER_International_Journal_of_Law_and_Management.png.png 2756 2023-12-22 12:05:42 2023-12-22 12:06:08 machine generated