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Dynamic customer strategy : today's CRM / John F. Tanner, Jr.

Author
Tanner, John F.
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edition
First edition.
Physical Description
1 online resource (156 pages) : illustrations
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Restrictions on Access
Access restricted to authorized users and institutions.
Contents
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.
Summary
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.
Subject(s)
Other Subject(s)
ISBN
9781606496978 e-book
9781606496961 paperback
Note
Part of: 2013 digital library.
Bibliography Note
Includes bibliographical references (pages 149-150) and index.
Other Forms
Also available in print.
Technical Details
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
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