LeSueur, Jeff,   1956- <br/><br/>
Marketing automation :  practical steps to more effective direct marketing / 
Jeff LeSueur. 
 - Hoboken, N.J. :  John Wiley & Sons,  c2007. 
 - xiii, 346 p. :  ill. ;  24 cm. 
 - Wiley and SAS business series .
<br/><br/> .Includes index 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780470125427 (cloth) 047012542X (cloth) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.<br/>Marketing--Data processing.
<br/><br/><label>LC Class. No.: </label>HF5415.126  / .L47 2007 
<br/><br/><label>Dewey Class. No.: </label>658.872  / LJM