出版社：University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia
摘要：The success of the company's management concept depends on the ability to provide quality and comprehensive information by establishing personalized communication with consumers in real or near real time. This form of communication has become the imperative of modern business in the business decision-making process. In the today's sea of information marketing managers need to find concepts that will make it easier for them to process data. Big Data is a megatrend; a phenomenon that includes huge amounts of data that are generated almost automatically with the help of the latest technological advances; and then analyzed to turn into useful information. The Big Data concept has set great expectations; but profitable data monetization has proven to be more complex than was originally predicted. That is why the education of top managers; who can benefit from adopting and applying new concepts; is very important. The purpose of this paper is to explain the importance of real-time data for more effective and efficient marketing decisions; as well as to emphasize the role Big Data has in the collection; processing and presentation of data. This paper presents an overview of current views in scientific and professional literature on the Big Data concept and the benefits it offers; in particular by emphasizing the benefits it has in making better marketing decisions in real time. It also describes the aspects that need to be taken into account when creating the Big Data solution; the barriers that companies can encounter in its application; and suggestions for future empirical research are provided at the end of the paper.
关键词：marketing odlučivanje; Big Data; marketing istraživanje; onlajn poslovanje
