Stevens, Ruth P.
B2B data-driven marketing : sources, uses, results B two B data driven marketing Ruth P. Stevens, Theresa A. Kushner - Chicago : Racom communications, c2015. - xiv, 279 p. : ill. ; 24 cm.
Introduction --
The marketing database: the essential tool of business --
Data sources: where to get customer information --
Data architecture: setting it up right --
Managing person data in an organizational world --
Data management: keep it clean --
How business marketers use their customer information --
Managing marketing data in a global world --
Managing data on a shoestring: marketing databases for small businesses --
Troubleshooting: thorny problems and solutions --
Case studies in database marketing --
The fast-evolving future of B2B database marketing --
Appendices.
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.
9781933199177
Customer relations
Marketing
658.812 ST BT
B2B data-driven marketing : sources, uses, results B two B data driven marketing Ruth P. Stevens, Theresa A. Kushner - Chicago : Racom communications, c2015. - xiv, 279 p. : ill. ; 24 cm.
Introduction --
The marketing database: the essential tool of business --
Data sources: where to get customer information --
Data architecture: setting it up right --
Managing person data in an organizational world --
Data management: keep it clean --
How business marketers use their customer information --
Managing marketing data in a global world --
Managing data on a shoestring: marketing databases for small businesses --
Troubleshooting: thorny problems and solutions --
Case studies in database marketing --
The fast-evolving future of B2B database marketing --
Appendices.
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.
9781933199177
Customer relations
Marketing
658.812 ST BT