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Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World
book

Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World

by David A. Schweidel
October 2014
Beginner to intermediate content levelBeginner to intermediate
288 pages
6h 54m
English
Pearson
Content preview from Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World

2. Building Businesses

Leveraging data to improve marketing practices isn’t a novel idea, despite what you might think with all the talk of customer centricity and marketing analytics. Marketing as a field has always been about delivering the right product or message to the right consumer at the right time. For decades, this is what direct marketing was concerned with. More recently, it’s what was talked about under the broad umbrella of customer relationship management (CRM)—another buzzword that may or may not have lived up to the hype, depending on whom you ask.

Back to Marketing Basics

Like most consumers, I’m inundated with catalogs and brochures—from home furnishings stores and automotive service providers, to nonprofit organizations and ...

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Publisher Resources

ISBN: 9780133819854Purchase book