Pragmatic marketing automation
Subtitle: practical steps to more effective direct marketing
By: Jeff LeSueur.
Publisher: John Wiley & Sons
Published: 2007
Place of publication: Hoboken, N.J
Language: eng
ISBN-13: 9780470125427
Subjects: Direct marketing; Marketing -- Data processing
Notes: Includes index.
Table of contents: title: Profit and loss fundamentals; title: Profit and loss component details; title: Managing the P&L; title: Measuring marketing effectiveness; title: Measuring return on investment; title: Marketing financials; title: Improving response : modeling and analytics; title: Creating a marketing financials worksheet; title: Relevant marketing automation information; title: Financial and marketing information integration; title: Marketing customer information; title: Data acquisition, storage, and retrieval; title: Data warehouse hardware and software configuration; title: Making information useful : access, delivery, and organization; title: Information map; title: Using information; title: Response testing; title: Modeling; title: Optimizing contact strategy; title: Strategic marketing.