Dynamic Customer Strategy
Today's CRM
Published on 31. December 2013
166 pages
978-1-60649-697-8 (ISBN)
Description
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.
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Book
12/2013
Business Expert Press
€20.20
Shipment within 3-4 weeks
Person
John F. (Jeff) Tanner Jr. is Professor of Marketing
at Baylor University's Hankamer School of
Business and an active consultant in the areas
of marketing strategy and customer relationship
management. He has published over 70
articles in the leading marketing journals, as
well as 13 other books. Dr. Tanner's experience
includes working with start-ups, both in the
profit and nonprofit sectors, as well as clients
that include Cabela's, Gallery Furniture, Teradata,
NewLeads, Korcett, G2c, and a number of
small, but fast-growing, companies.
Content
Chapter 1 Big Data and Dynamic Customer Strategy.........................1
Chapter 2 The Elements of Dynamic Customer Strategy...................19
Chapter 3 Making Sense of Big Data................................................31
Chapter 4 Operationalizing Strategy.................................................45
Chapter 5 Acquiring Big (and Little) Data........................................57
Chapter 6 Analytics for the Rest of Us..............................................71
Chapter 7 Turning Models Into Customers.......................................85
Chapter 8 Of Metrics and Models...................................................101
Chapter 9 Making the Case for Big Data Solutions.........................119
Chapter 10 Customer Culture...........................................................131
Notes..................................................................................................147
References............................................................................................149
Index..................................................................................................151
