B2B data-driven marketing : sources, uses, results Ruth P. Stevens, Theresa A. Kushner

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.