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Direct linkMintu-Wimsatt, Alma; Lozada, Héctor R. – Marketing Education Review, 2018
Marketing education has responded, to some extent, to the academic challenges emanating from the Big Data revolution. To provide a forum to specifically discuss how business analytics has been integrated into the marketing curriculum, we developed a Special Issue for "Marketing Education Review." We start with a call to action that…
Descriptors: Marketing, Business Administration Education, Integrated Curriculum, Data Analysis
