TY  - BOOK
AU  - LeSueur,Jeff
TI  - Marketing automation: practical steps to more effective direct marketing 
T2  - Wiley and SAS business series
SN  - 9781119197782
AV  - HF5415.126 .L47 2007eb
U1  - 658.8/72 22
PY  - 2007///
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Direct marketing
KW  - Marketing
KW  - Data processing
KW  - Marketing direct
KW  - Informatique
KW  - BUSINESS & ECONOMICS
KW  - Telemarketing
KW  - bisacsh
KW  - Multilevel
KW  - Mail Order
KW  - Direct
KW  - E-Commerce
KW  - Internet Marketing
KW  - fast
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
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119197782
ER  -