000			02137 a2200193 4500
999			_c31688 _d31688
020			_a9781933199177
082			_a658.812 ST BT
100			_aStevens, Ruth P. _96172
245			_aB2B data-driven marketing : _bsources, uses, results _cRuth P. Stevens, Theresa A. Kushner
246			_aB two B data driven marketing
260			_aChicago : _bRacom communications, _cc2015.
300			_axiv, 279 p. : _bill. ; _c24 cm.
505			_aIntroduction -- 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.
520			_aThe 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.
650			_aCustomer relations _96091
650			_aMarketing _93
700			_aKushner, Theresa A. _96176
942			_cREGULAR