This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle. Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data-driven success by SMEs making smaller investments, the book argues that there must be a place for "ordinary" data-driven journeys that are available to firms of any size. Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle. Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data-driven success by SMEs making smaller investments, the book argues that there must be a place for "ordinary" data-driven journeys that are available to firms of any size. Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

Hardbound. The book presents the most recent developments in international industrial and service marketing research, from a relationship and network perspective. While the latter perspective has a long tradition in Europe, relationship marketing has also in recent years become one of the dominant approaches in the USA, Canada, Australia and New Zealand. However, the schools of thought on relationships and networks emerging from different marketing traditions examine different concepts, use different methods and arrive at different outcomes, all of which are reflected here.

"Inside the Customer Universe" reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as 'multi-individuals' and hence solving current confusions surrounding customer behaviour.

"Inside the Customer Universe's" easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth.

""CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty,""

Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark

""CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales,""

Henrik Hubner, Vice President Sales, Sanistal

""CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources,""

Carsten Hetling, Nordic Marketing Manager, Zyxel Communications