B2B Data-Driven Marketing: Sources, Uses, Results - Couverture rigide

Stevens, Ruth P; Kushner, Theresa C

Couverture rigide

ISBN 10 : 1933199172 ISBN 13 : 9781933199177

Editeur : Racom Communications, 2015

A propos du livre

Biographie de l'auteur

Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at business schools in the U5. and abroad, and is a guest blogger at Biznology and Target Marketing Magazine. Crain s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. Her newest book, 328 Data-Driven Marketing: Sources, Uses, Results, is being published in May 2015. She is also the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing, and co-author of the white paper series, "B-to-B Database Marketing." Ruth is a director of the HIMMS Media Group and the Business Information Industry Association. She also serves as a mentor to fledgling companies at the ERA business accelerator in New York City. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. Learn more at www.ruthstevens.com."

Présentation de l'éditeur

The world of business has long sought a comprehensive, practical guide to managing and executing business marketing plans and strategies. And now it s here. B2B Data-Driven Marketing: Sources, Uses, Results, by Ruth Stevens and Theresa Kushner, meets that need. In 220 pages the book lays out basic definitions and applications by identifying data sources, setting up an organization s data architecture to best advantage, and managing that data and keeping it clean. The book then shows how busi-ness marketers use their information, how to manage that data on a global scale, and how all companies, from mom-and-pops to multinationals, can manage their data within reasonable cost parameters. The last chapters discuss trouble-shooting problems (with solutions), case studies showing all of the book s principles in ac-tion, and speculation on the future of B2B database marketing. It is the one book that B2B marketing managers and owners will keep close athand."

Détails de l'édition

• Éditeur: Racom Communications
• Date d'édition: 2015
• Langue: anglais
• ISBN 10: 1933199172
• ISBN 13: 9781933199177
• Reliure: Relié
• Nombre de pages: 294
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible