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Martech Management: Aligning Marketing Technology With Business Strategy - Couverture rigide

Mcmahon, Tim P.

 
9781032936635: Martech Management: Aligning Marketing Technology With Business Strategy
Couverture rigide
ISBN 10 : 1032936630 ISBN 13 : 9781032936635
Editeur : Routledge, 2026

Synopsis

Martech Management: Aligning Marketing Technology with Business Strategy offers a clear and practical guide to navigating the complex world of Marketing Technology (Martech). This book empowers marketers to harness Martech tools and data effectively, aligning their marketing strategies with business objectives to drive measurable growth and revenue.

Offering a step-by-step process for identifying objectives, understanding stakeholder requirements, and creating business process maps, this guide helps readers confidently navigate the Martech landscape and make informed decisions. Each chapter includes key definitions to clarify technical concepts and terms, extensive notes to provide background and context, and discussion questions to encourage critical thinking and conceptual understanding. Real-world mini-cases and a thoroughly developed case study about an Indian pharmaceutical firm that successfully implemented a Martech makeover help students relate theory to practice.

Providing the knowledge and tools needed to harness Martech effectively, this text is recommended reading for postgraduate and executive education students studying digital marketing strategy, business process management, and digital business more generally, as well as Marketing professionals. It is rooted in the author’s extensive background in managing marketing in big firms and small.

Supplementary resources include an Instructor’s Manual, Lecture Slides, Exam Questions, and In-class Exercises and are available at martechmgt.com.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Tim P. McMahon is Associate Professor of Practice Marketing and Management at Creighton University Heider College of Business, and a member of adjunct faculty at New York University School of Professional Studies.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2026
Langue
anglais
ISBN 10 
1032936630
ISBN 13 
9781032936635
Reliure
Gebundene Ausgabe
Nombre de pages
212
Coordonnées du fabricant
Routledge
https://www.routledge-ny.com/

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