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Customer-Centric Marketing: A Pragmatic Framework by R. Ravi (Carnegie Mellon University) at Abbey's Bookshop,
Customer-Centric Marketing: A Pragmatic Framework
— —
R. Ravi (Carnegie Mellon University) Baohong Sun

Customer-Centric Marketing

A Pragmatic Framework

R. Ravi (Carnegie Mellon University),  Baohong Sun

$85

Paperback

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English
MIT Press
18 March 2016
Market research
Series: The MIT Press
State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.

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.
By:   ,
Imprint:   MIT Press
Country of Publication:   United States
Dimensions:   Height: 229mm,  Width: 178mm,  Spine: 11mm
Weight:   281g
ISBN:   9780262529051
ISBN 10:   026252905X
Series:   The MIT Press
Pages:   152
Publication Date:  
Recommended Age:   From 18 to 99 years
Audience:   College/higher education ,  Professional and scholarly ,  A / AS level ,  Further / Higher Education
Format:   Paperback
Publisher's Status:   Active

R. Ravi is Andris A. Zoltners Professor of Business, Rohet Tolani Distinguished Professor, and Professor of Operations Research and Computer Science at Carnegie Mellon University's Tepper School of Business. Baohong Sun is Dean's Distinguished Chair Professor of Marketing, Associate Dean of Global Programs, and Director of the Customer Information Management Center at Cheung Kong Graduate School of Business (New York).

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