John F. Tanner, Jr.'s Books

Analytics and Dynamic Customer Strategy

Big Profits from Big Data

By: John F. Tanner, Jr.

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Analytics and Dynamic Customer Strategy

Big Profits from Big Data

By: John F. Tanner, Jr.

Key decisions determine the success of big data strategy Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance. Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include: Applying the elements of Dynamic Customer Strategy Acquiring, mining, and analyzing data Metrics and models for big data utilization Shifting perspective from model to customer Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works.

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Page Count

256

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118919777

ISBN 13

9781118919774

Dynamic Customer Strategy

Today's CRM

By: John F. Tanner, Jr.

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Dynamic Customer Strategy

Today's CRM

By: John F. Tanner, Jr.

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.

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Page Count

191

Publisher

Business Expert Press

Published Date

ISBN 10

1606496972

ISBN 13

9781606496978

Marketing Management

A Strategic, Decision-making Approach

By: Harper W. Boyd,Orville C. Walker,John Mullins,Jean-Claude Larreche

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Marketing Management

A Strategic, Decision-making Approach

By: Harper W. Boyd,Orville C. Walker,John Mullins,Jean-Claude Larreche

Marketing Management: A Strategic Decision-Making Approach 6th Edition" concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. The author team's rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

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Page Count

628

Publisher

McGraw-Hill/Irwin

Published Date

ISBN 10

0072472952

ISBN 13

9780072472950

Essentials of Services Marketing

Concepts, Strategies & Cases

By: K. Douglas Hoffman,John E. G. Bateson

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Essentials of Services Marketing

Concepts, Strategies & Cases

By: K. Douglas Hoffman,John E. G. Bateson

The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

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Page Count

608

Publisher

South Western Educational Publishing

Published Date

ISBN 10

0030288924

ISBN 13

9780030288920

Book's by John F. Tanner, Jr.

Analytics and Dynamic Customer Strategy

Analytics and Dynamic Customer Strategy

Dynamic Customer Strategy

Dynamic Customer Strategy

Marketing Management

Marketing Management

Essentials of Services Marketing

Essentials of Services Marketing

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