The Effect of Big Data Marketing and Human Resources Management on the Performance of Companies

Abstract

The objective of this chapter is to study the effect of big data marketing and human resources management on the performance of companies and to find in return a relevant solutions. This study is based on the selection of 22 recent articles. This literature search designates the causal relationship between marketing theory and big data, while indicating the specificities of big data marketing. Then, this study indicates the opportunities and constraints found with the following of this type of integration. After that, it indicates the importance of the correlation between big data and human resources and also the necessity of performance. Finally, this research specifies the effects of big data marketing and human resources management on the performance of companies. The contribution of this study is justified by previous studies that point to this gap based on the consideration of marketing and management literature.