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About Us

Elena García-y-García

Elena García y García is a professor and researcher in marketing and technology, currently PhD student in Strategic Planning and Technology Management at UPAEP Mexico and in Economics and Business at the University of Malaga Spain.

Publications

A Systematic Literature Review and Research Agenda of Data-Driven Marketing

The boom in the flow of information originated from customer activities. The Internet enhanced it, and information and communication technologies have drastically transformed the...