TY  - BOOK
AU  - Tanner,John F.
TI  - Dynamic customer strategy: today's CRM 
T2  - Marketing strategy collection,
SN  - 9781606496978
AV  - HF5415 .D963 2014
PY  - 2014///
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Customer relations
KW  - Management
KW  - big data
KW  - customer relationship management
KW  - customer strategy
KW  - omnichannel marketing
KW  - multichannel marketing
KW  - shopper journey
KW  - path to purchase
KW  - attribution modeling
KW  - dynamic customer strategy
KW  - integrated marketing management
KW  - marketing automation
N1  - Part of: 2013 digital library; 1 (pages 149-150) and index; 1. Big data and dynamic customer strategy --; 2. The elements of dynamic customer strategy --; 3. Making sense of big data --; 4. Operationalizing strategy --; 5. Acquiring big (and little) data --; 6. Analytics for the rest of us --; 7. Turning models into customers --; 8. Of metrics and models --; 9. Making the case for big data solutions --; 10. Customer culture --; Notes --; References --; Index; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000217.html
ER  -