Customer-centric marketing : a pragmatic framework / Ravi, R., and Baohong Sun.
"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 ind...
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| Language: | English |
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Cambridge, Massachusetts :
The MIT Press,
[2016]
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| Physical Description: | ix, 136 pages : illustrations ; 23 cm |
| Format: | Book |