Customer-Centric Marketing
A Pragmatic Framework
$63.09
- Paperback
152 pages
- Release Date
18 March 2016
Summary
State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive, dynamic, and responsive to changes in individual customer behavior. This book introduces state-of-…
Book Details
| ISBN-13: | 9780262529051 |
|---|---|
| ISBN-10: | 026252905X |
| Author: | R. Ravi, Baohong Sun |
| Publisher: | MIT Press Ltd |
| Imprint: | MIT Press |
| Format: | Paperback |
| Number of Pages: | 152 |
| Release Date: | 18 March 2016 |
| Weight: | 281g |
| Dimensions: | 229mm x 178mm x 11mm |
| Series: | The MIT Press |
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About The Author
R. Ravi
R. Ravi is Andris A. Zoltners Professor of Business, Rohet Tolani Distinguished Professor, and Professor of Operations Research and Computer Science at Carnegie Mellon University’s Tepper School of Business.Baohong Sun is Dean’s Distinguished Chair Professor of Marketing, Associate Dean of Global Programs, and Director of the Customer Information Management Center at Cheung Kong Graduate School of Business (New York).
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