Creativity and data marketing : a practical guide to data innovation / Becky Wang
Imprint
London : KoganPage, 2017
Edition
First edition
Descript
xxiii, 216 pages : illustrations, charts ; 23 cm
CONTENT
Big ideas that work: The promise of data and creativity -- Transformation within the (marketing) organization -- Understanding the data and analytic processes that enhance marketing -- New mental models for marketing -- Building a customer-centric organization using creativity and data -- Media and tech partners that facilitate connections with consumers -- Zappos: Creative and data marketing from the ground up -- Creative agency relationship - a new model -- Next practice