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Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg S 606 $aMarketing research 606 $aMarketing$xMathematical models 606 $aMarketing$vCase studies 615 0$aMarketing research. 615 0$aMarketing$xMathematical models. 615 0$aMarketing 676 $a658.8/3 700 $aJeffery$b Mark$f1965-$01658040 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910828097403321 996 $aData-driven marketing$94011821 997 $aUNINA