Mapping Out Marketing

ENTRY #30    How do marketers bring back the voice of the customer?

Kelly D. Martin

Dean’s Distinguished Research Fellow and Associate Professor of Marketing, College of Business, Colorado State University

Marketing has witnessed many business solutions that promise to revolutionize how we create and communicate value to our customers. One contemporary trend involves “big data,” which has become a proverbial panacea for improving marketing practices. Companies are told that analyzing customer data will revolutionize their business processes and strengthen customer connections. In response, growing numbers of companies are gathering massive ...