Del 10 i serien Wiley and SAS Business Series

Marketing Automation

Practical Steps to More Effective Direct Marketing

Inbunden, Engelska, 2007

379 kr

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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:* 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.

Produktinformation

Utgivningsdatum2007-09-11
Mått165 x 236 x 32 mm
Vikt649 g
FormatInbunden
SpråkEngelska
SerieWiley and SAS Business Series
Antal sidor368
FörlagJohn Wiley & Sons Inc
ISBN9780470125427

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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.

Preface ixOverview 1Part 1 Marketing FinancialsChapter 1 Profit and Loss Fundamentals 7Chapter 2 Profit and Loss Component Details 15Chapter 3 Managing the P&L 29Chapter 4 Measuring Marketing Effectiveness 41Chapter 5 Measuring Return on Investment 51Chapter 6 Marketing Financials 63Chapter 7 Improving Response: Modeling and Analytics 79Chapter 8 Creating a Marketing Financials Worksheet 87Part 2 Marketing AutomationChapter 9 Relevant Marketing Automation Information 103Chapter 10 Financial and Marketing Information Integration 129Chapter 11 Marketing Customer Information 137Chapter 12 Data Acquisition, Storage, and Retrieval 149Chapter 13 Data Warehouse Hardware and Software Configuration 173Chapter 14 Making Information Useful: Access, Delivery, and Organization 183Chapter 15 Information Map 205Chapter 16 Using Information 229Chapter 17 Response Testing 265Chapter 18 Modeling 289Part 3 Advanced TopicsChapter 19 Optimizing Contact Strategy 299Chapter 20 Strategic Marketing 313Conclusion 325Index 329