TY  - BOOK
AU  - LeSueur,Jeff
TI  - Marketing automation: practical steps to more effective direct marketing 
SN  - 9780470125427 (cloth)
AV  - HF5415.126 .L47 2007
U1  - 658.872 22
PY  - 2007///
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Direct marketing
KW  - Marketing
KW  - Data processing
N1  - .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
UR  - http://www.loc.gov/catdir/toc/ecip0712/2007009240.html
UR  - http://www.loc.gov/catdir/enhancements/fy0801/2007009240-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0801/2007009240-d.html
ER  -