TY  - BOOK
AU  - LeSueur,Jeff
TI  - Marketing automation : :  practical steps to more effective direct marketing / 
T2  - Wiley and SAS business series
SN  - 047012542X (cloth)
U1  - 658.872   22
PY  - 2007///
CY  - Hoboken, N.J. : 
PB  -  John Wiley & Sons, 
KW  - Direct marketing
KW  - Marketing
KW  -  Data processing
N1  - 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
ER  -