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Dynamic Customer Strategy by John F. Tanner, Jr.

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Chapter 1

Big Data and Dynamic Customer Strategy

The only sustainable competitive advantage

is the ability to learn faster than your competition,

and to be able to act on that learning.

Jack Welch, former CEO, GE

Introduction

This book is written for two audiences: Business executives who want to understand what big data will mean for their business and how they create strategies; and business students who need to learn how marketing strategy is planned in the more successful organizations. This chapter addresses the following questions:

What is big data and how will it change strategy?

What is Dynamic Customer Strategy?

Do I have to throw out all I know about strategy and start over?

In today’s turbulent marketplace, it seems like a ...

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