Who asks whether the enemy was defeated by strategy or valor?
—Virgil
Introduction
How does theory become a strategy? We explore the links between mapping the factors that influence a market and creating action plans to leverage those relationships. After reading this chapter, you should be able to:
• Create operational definitions of the concepts you’ve identified in a theory
• Develop measures based on those operational definitions
• Design decision rules that trigger marketing actions
• Begin to assess the effectiveness of your measures
By now, you already understand, at least conceptually, that Big Data by itself isn’t strategic. In fact, creating rule engines around data such as Call customer after three ...
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