Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur.

By: LeSueur, Jeff, 1956-Material type: TextTextLanguage: English Series: Wiley and SAS business seriesPublication details: Hoboken, N.J. : John Wiley & Sons, c2007Description: xiii, 346 p. : ill. ; 24 cmContent type: ISBN: 9780470125427 (cloth); 047012542X (cloth)Subject(s): Direct marketing | Marketing -- Data processingDDC classification: 658.872 LOC classification: HF5415.126 | .L47 2007Online resources: Click here to access online | Click here to access online | Click here to access online
Contents:
Profit and loss fundamentals -- Profit and loss component details -- Managing the P&L -- Measuring marketing effectiveness -- Measuring return on investment -- Marketing financials -- Improving response : modeling and analytics -- Creating a marketing financials worksheet -- Relevant marketing automation information -- Financial and marketing information integration -- Marketing customer information -- Data acquisition, storage, and retrieval -- Data warehouse hardware and software configuration -- Making information useful : access, delivery, and organization -- Information map -- Using information -- Response testing -- Modeling -- Optimizing contact strategy -- Strategic marketing.
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.Includes index

Profit and loss fundamentals -- Profit and loss component details -- Managing the P&L -- Measuring marketing effectiveness -- Measuring return on investment -- Marketing financials -- Improving response : modeling and analytics -- Creating a marketing financials worksheet -- Relevant marketing automation information -- Financial and marketing information integration -- Marketing customer information -- Data acquisition, storage, and retrieval -- Data warehouse hardware and software configuration -- Making information useful : access, delivery, and organization -- Information map -- Using information -- Response testing -- Modeling -- Optimizing contact strategy -- Strategic marketing.

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