Keywords
analytics, framing, problem-solving, innovation
Document Type
Proceedings Abstract
Included in
Advertising and Promotion Management Commons, Business Intelligence Commons, Entrepreneurial and Small Business Operations Commons, Finance and Financial Management Commons, Marketing Commons, Sales and Merchandising Commons, Strategic Management Policy Commons, Technology and Innovation Commons
Business Framing for Analytics
Both the academic and business practitioner communities are faced with the challenges of discovery, innovation, and constant learning of their field, particularly within the marketing discipline, where content, processes, and even structure are dynamic in nature, with constantly evolving interests and focus. A solid research agenda with excellent analytics to address pertinent business questions is crucial for successfully expanding our understanding of the marketing function.