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Analytics and dynamic customer strategy: big profits from big data

By: Tanner, John F.
Series: Wiley Big Data Series. Publisher: Hoboken John Wiley & Sons 2014Description: xviii, 235 p.ISBN: 9788126551613.Subject(s): Customer relations | Relationship marketing | Big dataDDC classification: 658.834
List(s) this item appears in: Big data | VR_Data Analytics, Data Visualization and Big Data | Big Data_Book Display
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Books Vikram Sarabhai Library
Slot 2189 (2 Floor, East Wing) Non-fiction 658.834 T2A6 (Browse shelf) Available 189315

This book is intended for a broad audience of marketers in both business to consumer and business to business industries, though it is more likely that business to consumer marketers will be early adopters. The goal is to inform marketing practice and aid business leaders navigating through the competitive storms unleashed by technological change. Using data from a five-year study, as well as case studies and other research, this book provides a process for rigorous decision making, eliminating the paralysis and optimizing decision making for marketing performance.(

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