Free PDF Customer-Centric Marketing A Pragmatic Framework (MIT Press)
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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 individual customer behavior. This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from the data to plot a single campaign-centric marketing plan, these methods draw on cutting-edge research in optimization and interactive marketing with the goal of maximizing long-term profit from data collected over time. The aim is to teach readers to apply optimization tools to derive analytical solutions leading to customized, dynamic, proactive, and real-time marketing decisions.The book develops the CCM framework and illustrates it with four cases that span the life cycle of marketing: pricing, win-back, cross-sales, and customer service allocation. The text walks the reader through real-world examples of applying the framework (supported by spreadsheet models available online), then explains the key concepts: modeling consumer choice; segmenting customers into latent classes based on sensitivity; computing customer lifetime value (CLV); and dynamic optimization. The reader then learns to incorporate the continuous learning of customer preference into an adaptive feedback loop for marketing decisions. The book can be used as a text for MBA students or as a professional reference.This book is based on joint research developed at Carnegie Mellon University when both authors were on the faculty at the Tepper School of Business. Business Transformation & Operational Excellence World Business Transformation & Operational Excellence World Summit & Industry Awards The Largest Premier Gathering of Leadership-Level Industry Leaders & Senior-Executives Read our featured insights McKinsey & Company Featured McKinsey Global Institute Our mission is to help leaders in multiple sectors develop a deeper understanding Advisory Board BWG Strategy BIO Karl is a 'recovering CISO' and Cyber and IT Security veteran with over 20 years in a variety of Technology executive and SME roles ranging from early stage Leandro Herrero Dr Herrero is the CEO and lead designer of products and services at The Chalfont Project Ltd an international firm of Organizational Architects Make a Refundable deposite :: Express HelpLine Your personal information and card details are 100% secure About Us Recent Question User Login Security & Privacy Policy Question list Terms of Service Ponemon Fellows - Ponemon Institute Fellows Stuart Noad Stuart Noad is Director of Marketing (Northern Europe) for Appsense the global leader in User Virtualisation Previously Mr Noad served as Marketing
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