Customer-centric marketing : a pragmatic framework /

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 indiv...

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Bibliographic Details

Main Authors:	Ravi, R. (Ramamoorthi), 1969- (Author), Sun, Baohong (Author)
Format:	Book
Language:	English
Published:	Cambridge, Massachusetts : MIT Press, [2016]
Subjects:	Relationship marketing. Customer relations. Marketing > Management.