Contents
Chapter 1 History: There's Never Been a Better Time to Be a Marketer
Chapter 2 Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement
Chapter 3 Industry Perspective: Business Model Matters
Chapter 4 Connected CRM: Building Customer Strategy as a Business Strategy
Chapter 5 Customer Strategy: Creating Your Competitive Advantage
Chapter 6 Experience Delivery: Finding the Sweet Spot for Expert Customer Integration
Chapter 7 Financial Management: You Can't Optimize What You Can't Measure
Chapter 8 Infrastructure and Process: Dismantling the Silos That Hinder
Chapter 9 Organization and Leadership: Permission Is Not Sponsorship
Chapter 10 Making It Happen: Realizing Your Customer-Centric Transformation
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