{"product_id":"marketing-automation-practical-steps-to-more-effective-direct-marketing-hardback-9780470125427","title":"Marketing Automation; Practical Steps to More Effective Direct Marketing (Hardback) 9780470125427","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Automation\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003ePractical Steps to More Effective Direct Marketing\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJeff LeSueur (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470125427, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 11 September 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e368 pages, Exhibits: 145 B\u0026amp;W, 0 Color\u003cbr\u003e23.6 x 16.5 x 3.2 cm, 0.649 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eIn today's market, it takes more than good products and services to succeed.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Designed to get you quickly up to speed, you will discover:\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e How to evolve complex, yet agile, customer communication strategies\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e Ways to focus already limited marketing resources on the right opportunities\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e Advice on viewing, tracking, and measuring results\u003cbr\u003e *\u003cbr\u003e \u003cbr\u003e How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs\u003cbr\u003e \u003cbr\u003e 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eOverview 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Marketing Financials\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Profit and Loss Fundamentals 7\u003c\/p\u003e \u003cp\u003eChapter 2 Profit and Loss Component Details 15\u003c\/p\u003e \u003cp\u003eChapter 3 Managing the P\u0026amp;L 29\u003c\/p\u003e \u003cp\u003eChapter 4 Measuring Marketing Effectiveness 41\u003c\/p\u003e \u003cp\u003eChapter 5 Measuring Return on Investment 51\u003c\/p\u003e \u003cp\u003eChapter 6 Marketing Financials 63\u003c\/p\u003e \u003cp\u003eChapter 7 Improving Response: Modeling and Analytics 79\u003c\/p\u003e \u003cp\u003eChapter 8 Creating a Marketing Financials Worksheet 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Marketing Automation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Relevant Marketing Automation Information 103\u003c\/p\u003e \u003cp\u003eChapter 10 Financial and Marketing Information Integration 129\u003c\/p\u003e \u003cp\u003eChapter 11 Marketing Customer Information 137\u003c\/p\u003e \u003cp\u003eChapter 12 Data Acquisition, Storage, and Retrieval 149\u003c\/p\u003e \u003cp\u003eChapter 13 Data Warehouse Hardware and Software Configuration 173\u003c\/p\u003e \u003cp\u003eChapter 14 Making Information Useful: Access, Delivery, and Organization 183\u003c\/p\u003e \u003cp\u003eChapter 15 Information Map 205\u003c\/p\u003e \u003cp\u003eChapter 16 Using Information 229\u003c\/p\u003e \u003cp\u003eChapter 17 Response Testing 265\u003c\/p\u003e \u003cp\u003eChapter 18 Modeling 289\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Advanced Topics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Optimizing Contact Strategy 299\u003c\/p\u003e \u003cp\u003eChapter 20 Strategic Marketing 313\u003c\/p\u003e \u003cp\u003eConclusion 325\u003c\/p\u003e \u003cp\u003eIndex 329\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52257114849560,"sku":"9780470125427","price":23.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470125427.jpg?v=1781276995","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-automation-practical-steps-to-more-effective-direct-marketing-hardback-9780470125427","provider":"Freshly Printed Books","version":"1.0","type":"link"}