Marketers, merchandisers, and sales executives alike are struggling
with Big Data - the data streaming at increasing speeds from myriad
channels and options for communicating with customers. The tools
are likely to continue to multiply, paralyzing many executives with
simply too many choices. Using data from a four-year study, this
book provides a process for rigorous decision making, eliminating
the paralysis and optimizing decision making for marketing
performance. This book is intended for a broad audience including
students and professors in graduate business schools, and
practicing business executives. The goal is to inform marketing
practice and help current and future business leaders navigate
through the competitive storms unleashed by technological change.
General
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