- Table View
- List View
Curtains: Adventures of an Undertaker-in-Training
by Tom JokinenAt forty-four, Tom Jokinen decided to quit his job in order to become an apprentice undertaker, setting out to ask the questions: What is the right thing to do when someone dies? With the marketplace offering new options (go green, go anti-corporate, go Disney, be packed into an artificial reef and dropped in the Atlantic...), is there still room for tradition? In a year of adventures both hair-raising and hilarious, Jokinen finds a world that is radically changed since Jessica Mitford revised The American Way of Death, more surprising than Six Feet Under, and even funnier and more illuminating than Stiff. If Bill Bryson were to apprentice at a funeral home, searching for the meaning of life and death, you'd have Curtains.
Curtis LLP: A Case on Cases
by Nikolaos TrichakisA product market firm faces an inventory investment decision in the face of demand uncertainty. To hedge against some of the uncertainty, the firm contemplates an additional fixed investment that would offer the flexibility of diverting inventory in case of weak sales. In a follow-up case, the repercussions of this flexibility are explored.
Curtiss-Wright (Images of America)
by Kirk W. HouseThe oldest names in aviation joined forces in 1929, when Wright Aeronautical and Curtiss Aeroplane formed the giant Curtiss-Wright Corporation. Curtiss airplanes were already "the best things with wings," while Charles Lawrance had made Wright powerplants the leader in American radial engines. Aviation founding father Glenn Curtiss, along with superstars Charles A. Lindbergh, Jimmy Doolittle, Admiral Byrd, and "Wrong-Way" Corrigan, all blazed skytrails with Wright engines and Curtiss wings. Tiny Sparrowhawk biplane fighters flew from airborne dirigibles. Huge factories poured out war birds in tens of thousands for World War II. Pilots flew them everywhere, from the African desert to Alaskan ice, South Sea islands, and even the Taj Mahal. Relive those days when women, old men, and teenagers kept the factories roaring, and follow Curtiss-Wright clear into the 21st century.
The Curve
by Nicholas LovellIt's the ultimate business question of our time: How do real companies make money when customers expect (and often get) products for free? There are millions of potential customers in the world. Most of them won't pay anything for your product. But some will pay almost anything. The challenge is to find the latter without wasting time and money on the former. In The Curve, Nicholas Lovell weaves together stories from disparate industries to show how smart companies are solving this puzzle. From video games to pop music to model trains, the Internet helps businesses forge direct relationships with a vast global audience by building communities and offering bespoke products and experiences. In many cases, businesses can win by sharing their product (or a version of their product) for free, allowing it to spread as widely as possible. Eventually, a huge number of freeloaders spread the word to the superfans who value that product the most. And a small number of superfans will love a product so much that they will spend substantial sums of money on it--given the chance. These high-value customers are enough to fuel a profitable business. For example: Nine Inch Nails front man Trent Reznor gave away his album for free to find the 2,500 hardcore fans who wanted the $300 limited ultradeluxe edition. Bigpoint, an independent game developer, released three adventure games to 130 million users--and made 80 percent of its $80 million revenue from just 23,000 users, who spent money to upgrade their game-playing arsenal. King Arthur Flour shares useful recipes and tips on its Web site, enchanting a cult of devoted bakers, many of whom happily travel to its Vermont headquarters for expensive specialty baking classes. This approach doesn't apply just to digital products anymore. With the advent of 3D printing, customization of physical goods is easier and cheap, and companies can truly tailor their offerings to their customers. A doll company can personalize everything from hair color to eye shape, and automakers and technicians can create laser-scanned replacement parts for classic cars. Although the potential for piracy will spread to industries that believed they were immune to such disruption, businesses have an opportunity to make money in this new paradigm by offering variety, complexity, and flexibility at little to no extra cost. What Lovell calls the Curve is a ranking of your company's potential customers from those most likely to least likely to pay for your product or service. It charts their interest against the amount they are prepared to spend--be it nothing at all or thousands of dollars. The curve itself separates your revenue opportunity (willing big spenders, your superfans) on the left from your marketing opportunity (freeloaders, whose only acceptable price point is $0) on the right. The area under the curve is the total amount of money you might be able to get from your customers or fans. Lovell offers a strategy to draw more people into your orbit than was possible when physical costs limited your ability to expand. The Curve heralds a new era of creativity and business freedom.
The Curve Ahead: Discovering the Path to Unlimited Growth
by Dave PowerWhy do most growth companies stop growing? What can leaders do to overcome the barriers to growth? The Curve Ahead tackles these questions using examples from brands like LoJack and Myspace which experienced a similar decline. This book will help SMEs overcome the growth hump by providing tools to succeed and thrive.
Curve Benders: How Strategic Relationships Can Power Your Non-linear Growth in the Future of Work
by David NourA personal growth roadmap guiding you into the future of relationships in work, life, play, and giving Curve Benders is a personal growth roadmap. It will guide you through the complicated intersection of work, life, play, and giving. Countless new forces will shape the future, so the strategic relationships we form in these areas of life are, of necessity, changing. This book will show you how to move into the future and dramatically alter your growth trajectory in both its direction and ultimate destination. David Nour, the author of Relationship Economics and a top thought leader on business relationships, has identified 15 forces that will heavily influence what we do and how and where we engage our current and prospective relationships to create value and make a difference in the lives of others. This book aims to provide you with a step-by-step guide for personal, professional, and organizational growth. The author highlights how certain relationships enable a non-linear growth trajectory. These relationships, in addition to augmenting what we can accomplish, often shape who we become. These relationships are “curve benders,” and this book will show you who and where they are, how to find and engage them, and, equally valuable, how you can become a curve bender to impact the lives and livelihoods of others profoundly. Gain insight into the value of your current strategic relationships and how they help you achieve your work, life, and giving goals Reconceptualize relationships to identify the people with the power, not only to help you achieve but to change who you become Learn how to become a “curve bender” who makes an outsized impact in the lives of others Become better at finding and engaging people, navigating the 15 forces that are reshaping our world This book is about strategic relationship planning, personal growth, and, ultimately, about you. Read Curve Benders to launch yourself into your best future.
Cushman Concepts at a Crossroads
by Lena G. Goldberg Mary Zhang Michael S. Kaufman Ruben Ortega Sam Li Sonia SmythCase
Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media
by Tarleton GillespieA revealing and gripping investigation into how social media platforms police what we post online—and the large societal impact of these decisions Most users want their Twitter feed, Facebook page, and YouTube comments to be free of harassment and porn. Whether faced with “fake news” or livestreamed violence, “content moderators”—who censor or promote user†‘posted content—have never been more important. This is especially true when the tools that social media platforms use to curb trolling, ban hate speech, and censor pornography can also silence the speech you need to hear. In this revealing and nuanced exploration, award†‘winning sociologist and cultural observer Tarleton Gillespie provides an overview of current social media practices and explains the underlying rationales for how, when, and why these policies are enforced. In doing so, Gillespie highlights that content moderation receives too little public scrutiny even as it is shapes social norms and creates consequences for public discourse, cultural production, and the fabric of society. Based on interviews with content moderators, creators, and consumers, this accessible, timely book is a must†‘read for anyone who’s ever clicked “like” or “retweet.”
Custom Components in Architecture: Strategies for Customizing Repetitive Manufacturing
by Dana GullingThis book offers architects strategies in the design and manufacturing of custom, repetitively manufactured building components.A total of 36 case studies from around the globe demonstrate the diversity of CRM in architecture and are contributed by architecture firms, including Diller Scofidio + Renfro, Kengo Kuma & Associates, Abin Design Studio, Behnisch Architekten, Belzberg Architects, and many more. The book is organized by manufacturing process and covers the use of various types of glass, clay, plastic, metal, wood, plaster, and concrete. Each process is described with diagrams and text and expanded with one or more examples of customized building components. Projects included are of buildings of various types, sizes, and clients, and many deviate from the typical manufacturing process as they include a secondary process (e.g. casting glass, then slumping it), special tooling modifications (e.g. dams used to subdivide a mold), post-production processes, or other notable manufacturing features. Each case study includes a project overview, behind‐the‐scenes images of the component manufacturing, and original diagrams that illustrate how those components were customized.Custom Components in Architecture will be essential reading for any architect interested in building design details and keeping up-to-speed on material advances. Upper-level students of digital architecture, fabrication, and building technology will also find this a useful tool.
The Custom-Fit Workplace
by Nanette Fondas Joan BladesIdeas for transforming the workplace to fit today's workforceIn this book, Blades and Fondas offer business professionals an indispensable handbook for transforming the way we work and breaking free from the old, inflexible, 40-hour workweek. The authors show creative ways for individuals to fit work requirements with life obligations, and persuade managers to adopt these custom-fit work strategies to improve their bottom line. Readers will finish the book convinced of the place of custom-fit work arrangements in today's workplace--and of how honoring employees' lives outside of work is an effective and innovative strategy for both managers and organizations. Featuring compelling stories of companies like Jet Blue, Ernst & Young, and Best Buy, the book profiles strategies that are gaining traction in workplaces across the country: · New twists on traditional flexible hours and part-time work strategies· Virtual workplaces· Results-Only Work Environments (ROWEs)· "Babies at Work" programs· "On ramp and off ramp" opportunitiesPractical and engaging, The Custom-Fit Workplace provides individuals and employers the tools they need to be successful and happy both at work and in life.
Custom Nation: Why Customization Is the Future of Business and How to Profit From It
by Anthony Flynn Emily Flynn VencatSmart brands such as Chipotle, Zazzle, Nike, and Pandora are ditching the outdated 20th century model of a one-size-fits-all approach to providing products and services. From a Netflix movie night to a marriage courtesy of eHarmony, customization is changing every corner of American life and business.The New York Times bestseller Custom Nation is a practical how-to guide by someone who has built his business on the power of customization. YouBar founder Anthony Flynn and business journalist Emily Flynn Vencat explain how marketers, brand managers, and entrepreneurs across all industries can reinvigorate their businesses and increase profits.In Custom Nation, learn: Why customization is key to today's businesses and what does and doesn't work How to incorporate customization in new and established businesses to make your products stand out and sell What strategies work for the most successful and profitable custom brandsDrawing on firsthand interviews with the CEOs and founders of dozens of companies specializing in customization, Custom Nation reveals how customization can make any business stand apart and generate market share, increase profit margins, and develop customer loyalty.
Customer Accounting: Creating Value With Customer Analytics (Springerbriefs In Accounting Ser.)
by Massimiliano Bonacchi Paolo PeregoThis book is designed to meet the needs of CFOs, accounting and financial professionals interested in leveraging the power of data-driven customer insights in management accounting and financial reporting systems. While academic research in Marketing has developed increasingly sophisticated analytical tools, the role of customer analytics as a source of value creation from an Accounting and Finance perspective has received limited attention. The authors aim to fill this gap by blending interdisciplinary academic rigor with practical insights from real-world applications. Readers will find thorough coverage of advanced customer accounting concepts and techniques, including the calculation of customer lifetime value and customer equity for internal decision-making and for external financial reporting and valuation. Beyond a professional audience, the book will serve as ideal companion reading for students enrolled in undergraduate, graduate, or MBA courses.
Customer Advisory Boards: A Strategic Tool for Customer Relationship Building
by David L Loudon Tony CarterLearn why customer advisory boards are so successful-and how to create one for any business! From a leading authority in business management comes a book to give your company the winning edge. Customer Advisory Boards: A Strategic Tool for Customer Relationship Building examines the customer advisory board (CAB)-one of the most effective competitive tools for building and maintaining customer satisfaction. This business guide shows how to create and make use of an effective CAB, and how doing so can give your company a marketing advantage and improve vital aspects of business, including customer responsiveness, trust-building, and customer satisfaction. Customer Advisory Boards focuses on bringing companies and customers closer together utilizing input and advice from a CAB. This book shows how to use three types of customer bases-existing customers, potential customers, or former buyers-to form three different types of advisory boards: corporate strategy boards to plan future investments, product planning boards to create new product, and launch success boards to improve existing product. Using the information in this book, your company can transform from being customer focused to customer driven. Customary advisory boards benefit your company by: improving sales contact and dialogue dynamics of the company enabling the company to see itself through the customers&’ eyes sharing ideas and suggestions to improve a company&’s programs and services to its customers showing that the company values its customers&’ opinions and wants to improve for them providing access to expertise and experience from a wide range of necessary disciplines without legal liability Customer advisory boards also benefit the board members by: giving them opportunities to offer practical advice that can affect a company allowing them to establish personal and professional contacts from each other rewarding them with company perks and products giving them a sense of belonging and empowerment With case studies, appendices, notes, references, and surveys, Dr. Tony Carter has created an illuminating, educational research tool for company owners and managers. Whether applied to a corporation, a medical or religious institution, or a not-for-profit organization, Customer Advisory Boards will help increase customer loyalty and satisfaction.
Customer Analytics For Dummies
by Jeff SauroThe easy way to grasp customer analyticsEnsuring your customers are having positive experiences with your company at all levels, including initial brand awareness and loyalty, is crucial to the success of your business. Customer Analytics For Dummies shows you how to measure each stage of the customer journey and use the right analytics to understand customer behavior and make key business decisions.Customer Analytics For Dummies gets you up to speed on what you should be testing. You'll also find current information on how to leverage A/B testing, social media's role in the post-purchasing analytics, usability metrics, prediction and statistics, and much more to effectively manage the customer experience. Written by a highly visible expert in the area of customer analytics, this guide will have you up and running on putting customer analytics into practice at your own business in no time.Shows you what to measure, how to measure, and ways to interpret the dataProvides real-world customer analytics examples from companies such as Wikipedia, PayPal, and WalmartExplains how to use customer analytics to make smarter business decisions that generate more loyal customersOffers easy-to-digest information on understanding each stage of the customer journeyWhether you're part of a Customer Engagement team or a product, marketing, or design professional looking to get a leg up, Customer Analytics For Dummies has you covered.
Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R
by Daniel S. Putler Robert E. KriderCustomer and Business Analytics: Applied Data Mining for Business Decision Making Using R explains and demonstrates, via the accompanying open-source software, how advanced analytical tools can address various business problems. It also gives insight into some of the challenges faced when deploying these tools. Extensively classroom-tested, the tex
The Customer Asset: Understanding and Managing its Value (Palgrave Studies in Marketing, Organizations and Society)
by Neil Bendle Shane WangThis book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization.
The Customer-Base Audit: The First Step on the Journey to Customer Centricity
by Peter Fader Bruce G.S. Hardie Michael RossAs a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures.But how much time have you spent reflecting on the fact that these revenues are generated by actual customers—the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base.A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as:-- How healthy is your customer base? How realistic are your growth objectives?-- How do your customers differ in terms of their behavior and value?-- How has the quality of your customers changed over time?-- What changes in customer behavior lie behind period-to-period changes in firm performance?-- What is important to your high-value customers? Which products help you acquire and retain your best customers?Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions?Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior—and thus their company as a whole.
Customer Behaviour in eCommerce: Case Studies from the Online Grocery Market (SpringerBriefs in Business)
by Šárka Zapletalová Halina StarzycznáOnline shopping is undergoing significant changes around the globe, evolving in the food and non-food segments alike. Representing a vital distribution channel that reaches countless customers, sales from online shopping have long-since exceeded USD 1000 billion per year and are growing steadily. This book is intended for general readers and professionals interested in companies’ strategic orientation in connection with their online format and building and strengthening customer loyalty. In this regard, their business strategies are not considered in their full scope and complexity; instead, the book focuses more narrowly on the relationship between business strategy, buying behavior and customer loyalty.
The Customer Catalyst: How to Drive Sustainable Business Growth in the Customer Economy
by Chris Adlard Daniel BausorHow organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.
Customer Centered Selling: Sales Techniques For A New World Economy
by Robert L. Jolles Michael MendelsohnThis revised edition of Robert Jolles’s classic book on sales technique features brand new material throughout, including illustrations, teaching aids, coaching techniques, and true implementation strategies! When you have a process, you have a way of measuring what you are doing. When you can measure it—you can fix it!" Customer Centered Selling teaches the secrets of the world-famous Xerox sales training by reversing the conventional selling practices of searching for customer needs, pitching product, and adopting an order-taking mentality. Jolles provides a systematic, repeatable, predictable approach that teaches how to anticipate and influence behavior by studying and understanding the client’s "Decision Cycle" and critical "Decision Points. " Through the use of case studies, interactive activities, and job aids, anyone—from a seasoned sales professional to a manager or parent—can not only learn the power to influence behavior, but can implement these ideas as well. Put to good use by Toyota, Disney, NASA, Nortel, General Electric, a dozen universities, and more than fifty financial institutions, Customer Centered Selling provides a step-by-step, consultative process that inspires as it teaches.
Customer Centered Selling: Eight Steps to Success from the World's Best Sales Force
by Michael Mendelsohn Robert L. JollesCustomer Centered Selling teaches you the secret of the world-famous Xerox sales training program. For almost two decades, tens of thousands of salespeople have learned the lessons presented here by Robert L. Jolles, the Sales Trainer with the longest tenure working at Xerox Corporation today. The secret, Jolles reveals, is reversing the conventional selling practice. You must focus first on your customer's needs and decision-making process, instead of on the selling process. Jolles provides a systematic approach that teaches you to anticipate -- and influence -- customer behavior as the customer moves through an eight-stage "decision cycle." Only after you understand the steps of this decision cycle, Jolles cautions, are you prepared to match it to your "selling cycle." At the heart of these lessons is the simple but brilliant role-reversing concept of taking an idea and planting it in the mind of your customer -- making the customer believe he or she thought of it first. Jolles teaches a repeatable, predictable selling process that can be adapted or modified to fit any experience that requires the skills of persuasion. The book includes a series of case studies, activities, and exercises that enable you to better understand the principles being taught, so you can immediately apply them to your own unique scenarios. This book is a "must read" for all sales professionals and sales managers and all managers in need of a disciplined approach to persuading others.
Customer-Centric Innovation in Finance: Leveraging Human Insights to Drive Product Innovation in the Digital Age
by Dr Erin B Taylor Dr Anette BroløsThe competition landscape of finance is changing fast and it has never been so important for the finance industry to truly understand their customers.Customer-Centric Innovation in Finance helps finance and fintech innovators understand customers' behavioural motivations to drive effective product development. Relying on quantitative data is not enough: numbers can be great at telling us what people are doing but they often fail to explain why people do what they do. And if a service doesn't exist yet, there is no data to tell us how people use it. Human insights, behavioural science and qualitative data add immense value to product development. Readers will learn to innovate smarter by getting a firm understanding of why customers like their solutions and how they adapt them to suit their needs.The book presents real-life examples throughout of how customers are changing their behaviour in response to a fast-evolving financial landscape and provides practical advice on how to transform such insights into innovation. It explores how to produce customer insights for services that don't exist yet, for instance Central Bank Digital Currencies (CBDCs). It also provides descriptions of hands-on tools to build new insights and apply them to innovation and of methodologies such as portable kits, personas, digital ethnography, observations and interviews.
Customer-Centric Marketing
by Aldo CundariThe practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today. The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top. Define the new customer-purchasing journey Identify and influence the new consumer Engage, nurture, and utilize brand advocates to spread your message Position your organization to win in the new marketplace As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
Customer-Centric Marketing
by Jon James Neil Richardson Neil KelleyTwo of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness.Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.
Customer-Centric Marketing: A Pragmatic Framework
by R. Ravi Baohong SunState-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive, dynamic, and responsive to changes in individual customer behavior. This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from the data to plot a single campaign-centric marketing plan, these methods draw on cutting-edge research in optimization and interactive marketing with the goal of maximizing long-term profit from data collected over time. The aim is to teach readers to apply optimization tools to derive analytical solutions leading to customized, dynamic, proactive, and real-time marketing decisions.The book develops the CCM framework and illustrates it with four cases that span the life cycle of marketing: pricing, win-back, cross-sales, and customer service allocation. The text walks the reader through real-world examples of applying the framework (supported by spreadsheet models available online), then explains the key concepts: modeling consumer choice; segmenting customers into latent classes based on sensitivity; computing customer lifetime value (CLV); and dynamic optimization. The reader then learns to incorporate the continuous learning of customer preference into an adaptive feedback loop for marketing decisions. The book can be used as a text for MBA students or as a professional reference.This book is based on joint research developed at Carnegie Mellon University when both authors were on the faculty at the Tepper School of Business.