更有效的直销实用步骤 Marketing Automation : Practical Steps to More Effective Direct Marketing
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作者： Jeff LeSueur著
出 版 社：
出版时间： 2007-8-1字数：版次： 1页数： 346印刷时间： 2007/08/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470125427包装： 精装内容简介
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:
How to evolve complex, yet agile, customer communication strategies
Ways to focus already limited marketing resources on the right opportunities
Advice on viewing, tracking, and measuring results
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 LeSueur has 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.
目录
Preface
Overview
PART 1: Marketing Financials
Chapter 1 Profit and Loss Fundamentals
Chapter 2 Profit and Loss Component Details
Chapter 3 Managing the P&L
Chapter 4 Measuring Marketing Effectiveness
Chapter 5 Measuring Return on Investment
Chapter 6 Marketing Financials
Chapter 7 Improving Response: Modeling and Analytics
Chapter 8 Creating a Marketing Financials Worksheet
PART 2: Marketing Automation
Chapter 9 Relevant Marketing Automation Information
Chapter 10 Financial and Marketing Information Integration
Chapter 11 Marketing Customer Information
Chapter 12 Data Acquisition, Storage, and Retrieval
Chapter 13 Data Warehouse Hardware and Software Configuration
Chapter 14 Making Information Useful: Access, Delivery, and Organization
Chapter 15 Information Map
Chapter 16 Using Information
Chapter 17 Response Testing
Chapter 18 Modeling
PART 3: Advanced Topics
Chapter 19 Optimizing Contact Strategy
Chapter 20 Strategic Marketing
Conclusion
Index
