Customer-Centric Marketing: A Pragmatic Framework

by Baohong Sun and R. Ravi

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...

• Format: Paperback
• Language: English
• ISBN: 026252905X
• ISBN13: 9780262529051
• Release Date: March 2016
• Publisher: MIT Press
• Length: 152 Pages
• Weight: 0.60 lbs.
• Dimensions: 0.5" x 7.0" x 8.9"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher