Dynamic Customer Strategy: Today's CRM

by John F. Tanner, Jr.

Overview

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.

Product Details

ISBN-13:	9781606496978
Publisher:	Business Expert Press
Publication date:	12/31/2013
Sold by:	Barnes & Noble
Format:	eBook
Pages:	166
File size:	2 MB

About the Author

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.

Table of Contents

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