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Marketing automation : practical steps to more effective direct marketing
LeSueur, Jeff, 1956-

Publisher:	John Wiley & Sons,
Pub date:	c2007.
Pages:	xiii, 346 p. :
ISBN:	9780470125427
Copy info:	1 copy available in CIRC1. 1 copy total in all locations.

Holdings
Call number	Copies	Material	Location
HF5415.126 .L47 2007	1	Book	Main Library - Circulating Collection - 1st Fl.

Summary

"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."--BOOK JACKET. Distributed by Syndetic Solutions, Inc.

Full View From Catalog

ISBN:	9780470125427
ISBN:	047012542X
LC call number:	HF5415.126 .L47 2007
Personal author:	LeSueur, Jeff, 1956-
Title:	Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur.
Publication info:	Hoboken, N.J. : John Wiley & Sons, c2007.
Physical description:	xiii, 346 p. : ill. ; 24 cm.
Series:	(Wiley and SAS business series)
General note:	Includes index.
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.
Subject:	Direct marketing.
Subject:	Marketing--Data processing.
Electronic access:	Table of contents only http://www.loc.gov/catdir/toc/ecip0712/2007009240.html
Electronic access:	Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0801/2007009240-b.html
Electronic access:	Publisher description http://www.loc.gov/catdir/enhancements/fy0801/2007009240-d.html