Data-driven marketing

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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight mar...
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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION

How organizations can deliver significant performance gainsthrough strategic investment in marketing

In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing whats working andwhats wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing.

Uitgever John Wiley & Sons Ltd
Druk 1
ISBN/EAN 9780470504543
Auteur Jeffery, M.
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