LeSueur, Jeff,  1956- <br/><br/>
Marketing automation :  practical steps to more effective direct marketing / 
Jeff LeSueur. 
 - Hoboken, N.J. :  John Wiley & Sons,  �2007. 
 - 1 online resource (xiii, 346 pages) :  illustrations 
 - Wiley and SAS business series .
 - 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/> In today's market, it takes more than good products and services to succeed. 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. Designed to get you quickly up. 
<br/><br/><br/>English. 
<br/><br/><label>ISBN: </label>9781119197782 1119197783 9780470178645 0470178647 1280916370 9781280916373 9786610916375 6610916373 
<br/><br/><label>LCCN: </label>
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.<br/>Marketing--Data processing.<br/>Marketing direct.<br/>Marketing--Informatique.<br/>BUSINESS & ECONOMICS--Marketing--Telemarketing.<br/>BUSINESS & ECONOMICS--Marketing--Multilevel.<br/>BUSINESS & ECONOMICS--Mail Order.<br/>BUSINESS & ECONOMICS--Marketing--Direct.<br/>BUSINESS & ECONOMICS--E-Commerce--Internet Marketing.<br/>Direct marketing<br/>Marketing--Data processing
<br/><br/><label>LC Class. No.: </label>HF5415.126  / .L47 2007eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/72