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Author Tanner, John F., author
Title Dynamic customer strategy : today's CRM / John F. Tanner, Jr
Imprint New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014
book jacket
Edition First edition
Descript 1 online resource (156 pages) : illustrations
text rdacontent
computer rdamedia
online resource rdacarrier
Series Marketing strategy collection, 2150-9662
2014 digital library
Marketing strategy collection. 2150-9662
Note Part of: 2014 digital library
Includes bibliographical references (pages 149-150) and index
1. Big data and dynamic customer strategy -- 2. The elements of dynamic customer strategy -- 3. Making sense of big data -- 4. Operationalizing strategy -- 5. Acquiring big (and little) data -- 6. Analytics for the rest of us -- 7. Turning models into customers -- 8. Of metrics and models -- 9. Making the case for big data solutions -- 10. Customer culture -- Notes -- References -- Index
Access restricted to authorized users and institutions
Marketers, merchandisers, and sales executives alike are struggling with Big Data--the data streaming at increasing speeds from myriad channels and options for communicating with customers. The tools are likely to continue to multiply, paralyzing many executives with simply too many choices. Using data from a four-year study, this book provides a process for rigorous decision making, eliminating the paralysis and optimizing decision making for marketing performance. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform marketing practice and help current and future business leaders navigate through the competitive storms unleashed by technological change
Title from PDF title page (viewed on January 5, 2014)
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
Link Print version: 9781606496961
Subject Customer relations -- Management
big data
customer relationship management
customer strategy
omnichannel marketing,
multichannel marketing
shopper journey
path to purchase
attribution modeling
dynamic customer strategy
integrated marketing management
marketing automation
Electronic books
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