B2B data-driven marketing : sources, uses, results
By: Stevens, Ruth P
Title By: Kushner, Theresa A
Publisher: Chicago : Racom communications, c2015.Description: xiv, 279 p. : ill. ; 24 cm.ISBN: 9781933199177Other title: B two B data driven marketing.Subject(s): Customer relations | MarketingDDC classification: 658.812 ST BT| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.812 ST BT (Browse shelf) | Available | T0056830 |
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| 658.812 SH BU Building customer-brand relationships / | 658.812 SH DN The DNA of customer experience : how emotions drive value / | 658.812 ST AK Stakeholder management | 658.812 ST BT B2B data-driven marketing : | 658.812 ST CO Complaint management : the heart of CRM / | 658.812 ST NE The new marketing conversation : creating and strengthening relationships between buyers and sellers / | 658.812 ST RA Strategic uses of social media for improved customer retention |
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.