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Journal of Marketing
A large number of visualization tools have been created to help decision makers understand increasingly rich databases of product, customer, sales force, and other types of marketing information. This article presents a framework for thinking about how visual representations are likely to affect the decision processes or tasks that marketing managers and consumers commonly face, particularly those that involve the analysis or synthesis of substantial amounts of data. From this framework, thedoi:10.1509/jmkg.71.1.160 fatcat:rj4sr3t3ordbnlun2strscp4ba