Dynamic customer strategy : today's CRM /

Dynamic customer strategy : today's CRM /

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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 d...

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Bibliographic Details
Main Author: Tanner, John F. (Author)
Format: Electronic eBook
Language:English
Published: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edition:First edition.
Series:2013 digital library.
Marketing strategy collection.
Subjects:
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
Online Access:An electronic book accessible through the World Wide Web; click to view
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Description
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.
Item Description:Part of: 2013 digital library.
Physical Description:1 online resource (156 pages) : illustrations.
Also available in print.
Format:Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
Bibliography:Includes bibliographical references (pages 149-150) and index.
ISBN:9781606496978
ISSN:2150-9662
Access:Access restricted to authorized users and institutions.

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