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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Bibliographic Details
Main Authors: Ravi, R. (Ramamoorthi), 1969- (Author)
Sun, Baohong (Author)
Language:English
Published: Cambridge, Massachusetts : The MIT Press, [2016]
Subjects:
Relationship marketing.
Customer relations.
Marketing > Management.
Kundenorientierung.
Marketing.
Kundenbindung.
Beziehungsmarketing.
Marketing relazionale > Pianificazione > Modelli matematici.
Physical Description:ix, 136 pages : illustrations ; 23 cm
Format: Book
Contents:
  • Preface
  • An introduction to customer-centric marketing
  • Conceptual framework for customer-centric marketing
  • Modeling consumer choice
  • Segmenting customers into latent classes based on sensitivity
  • Customer lifetime value
  • Marketing optimization problem
  • Continuous learning and adaptive marketing decisions
  • Implications and enablers
  • Epilogue
  • Notes
  • References
  • Index.