Engaging Customers Using Big Data

1. Introduction
Arvind Sathi

2. Changing Winds
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3. From Sample to Population
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4. From Broadcast to Collaboration
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5. From Silo’ed to Orchestrated Marketing
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6. Technological Enablers
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7. Changes to Marketing Ecosystem and Organization
Arvind Sathi

8. Consumer Versus Corporate Marketing—Convergence or Divergence?
Arvind Sathi

Keywords: Business and Management, Marketing, Market Research/Competitive Intelligence, Big Data/Analytics, Economics, general