B2B data-driven marketing : (Record no. 31688)
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| INTERNATIONAL STANDARD BOOK NUMBER | |
|---|---|
| International Standard Book Number | 9781933199177 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.812 ST BT |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Stevens, Ruth P. |
| TITLE STATEMENT | |
| Title | B2B data-driven marketing : |
| Subtitle | sources, uses, results |
| Statement of responsibility, etc | Ruth P. Stevens, Theresa A. Kushner |
| VARYING FORM OF TITLE | |
| Title proper/short title | B two B data driven marketing |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Chicago : |
| Publisher | Racom communications, |
| Date | c2015. |
| PHYSICAL DESCRIPTION | |
| Extent | xiv, 279 p. : |
| Other Details | ill. ; |
| Size | 24 cm. |
| CONTENTS | |
| Contents | 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. |
| SUMMARY | |
| Summary | 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Customer relations |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| ADDED ENTRY | |
| Name | Kushner, Theresa A. |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 6172 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 6091 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 3 |
| ADDED ENTRY | |
| -- | 6176 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Date last borrowed | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2017-07-12 | AMAUK | 1 | 658.812 ST BT | T0056830 | 2018-01-10 | 2017-12-17 | 2017-07-12 | REGULAR |