Abstract
When I started in my new role at Jaguar Land Rover (JLR), I knew I didn’t have much time to ease into the position. Things were changing fast in the automotive industry, and it was imperative that the company rapidly put in a new enterprise infrastructure that would lay the foundation for JLR’s future ambitions. Just like it builds high-performance engines for its cars, JLR had to build a high-performance adaptive engine for its marketing.
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Rover, J.L. (2015). The Change Agent on Data. In: Adaptive Marketing. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137462930_6
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DOI: https://doi.org/10.1057/9781137462930_6
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-46292-3
Online ISBN: 978-1-137-46293-0
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