品牌：Jeff LeSueur
基本信息
·出版社：John Wiley & Sons
·页码：368 页码
·出版日：2007年
·ISBN：047012542X
·条码：9780470125427
·装帧：精装
·丛书名：Wiley and SAS Business Series
内容简介
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In today's market, it takes more than good products and services to succeed.
Successful marketing requires more precise segmentation and more sophisticated communications with customers--the lifeblood of every business--than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits.
Designed to get you quickly up to speed, you will discover:
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How to evolve complex, yet agile, customer communication strategies
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Ways to focus already limited marketing resources on the right opportunities
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Advice on viewing, tracking, and measuring results
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How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs
Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow.
作者简介
Jeff LeSueurhas a BA from Dartmouth College and an MBA from New York University. He has spent the last thirteen years in the advancement of marketing automation applications, as director of database marketing for BMG Direct and in marketing, research, and development for SAS Marketing Automation since joining SAS in 2000. His breadth of product-related experience enables him to understand how marketers can benefit most from marketing automation.
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