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Big data marketing : = engage your c...

Arthur, Lisa.

Big data marketing : = engage your customers more effectively and drive value /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Big data marketing :/ Lisa Arthur.
其他題名:	engage your customers more effectively and drive value /
作者:	Arthur, Lisa.
出版者:	Hoboken, N.J. :Wiley, : c2013.,
面頁冊數:	xiv, 192 p. :ill. ; : 24 cm.;
標題:	Marketing - Management. -
ISBN:	9781118733899 (cloth) :

Big data marketing : = engage your customers more effectively and drive value /
Arthur, Lisa.

Big data marketing :engage your customers more effectively and drive value /Lisa Arthur. - Hoboken, N.J. :Wiley,c2013. - xiv, 192 p. :ill. ;24 cm.

Includes bibliographical references (p. 177-184) and index.

I. The problem: how did we get here? -- Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience.

ISBN: 9781118733899 (cloth) :NT975

LCCN: 2013025397Subjects--Topical Terms:

568118
Marketing
--Management.

LC Class. No.: HF5415.13 / .A78 2013

Dewey Class. No.: 658.8/3

Big data marketing : = engage your customers more effectively and drive value /
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