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Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur.

By: Material type: TextTextSeries: Wiley and SAS business seriesPublication details: Hoboken, N.J. : John Wiley & Sons, c2007.Description: xiii, 346 p. : ill. ; 24 cmISBN:
  • 047012542X (cloth)
Subject(s): DDC classification:
  • 658.872   22
Contents:
Profit and loss fundamentals -- Profit and loss component details -- Managing the P&L -- Measuring marketing effectiveness -- Measuring return on investment -- Marketing financials -- Improving response : modeling and analytics -- Creating a marketing financials worksheet -- Relevant marketing automation information -- Financial and marketing information integration -- Marketing customer information -- Data acquisition, storage, and retrieval -- Data warehouse hardware and software configuration -- Making information useful : access, delivery, and organization -- Information map -- Using information -- Response testing -- Modeling -- Optimizing contact strategy -- Strategic marketing.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books Books Main library General Stacks 658.872 / LE.M 2007 (Browse shelf(Opens below)) 1 Available 003504
Browsing Main library shelves, Shelving location: General Stacks Close shelf browser (Hides shelf browser)
658.872 AW.E / 2006 Electronic commerce : 658.872 / LA.E 2009 E-commerce : 658.872 / LA.E 2009 E-commerce : 658.872 / LE.M 2007 Marketing automation : 658.872 / RY.U Understanding digital marketing : 658.872 / TU.E 2008 Electronic commerce 2008 : 658.872 / TU.I 2009 Introduction to electronic commerce /

Includes index.

Profit and loss fundamentals -- Profit and loss component details -- Managing the P&L -- Measuring marketing effectiveness -- Measuring return on investment -- Marketing financials -- Improving response : modeling and analytics -- Creating a marketing financials worksheet -- Relevant marketing automation information -- Financial and marketing information integration -- Marketing customer information -- Data acquisition, storage, and retrieval -- Data warehouse hardware and software configuration -- Making information useful : access, delivery, and organization -- Information map -- Using information -- Response testing -- Modeling -- Optimizing contact strategy -- Strategic marketing.

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