 Marketing Automation: Practical Steps to More Effective Direct Marketing
ISBN: 978-0-470-12542-7
Hardcover
368 pages
August 2007
US $39.95
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Overview.
PART 1: Marketing Financials.
Chapter 1 Profit and Loss Fundamentals.
Chapter 2 Profit and Loss Component Details.
Chapter 3 Managing the P&L.
Chapter 4 Measuring Marketing Effectiveness.
Chapter 5 Measuring Return on Investment.
Chapter 6 Marketing Financials.
Chapter 7 Improving Response: Modeling and Analytics.
Chapter 8 Creating a Marketing Financials Worksheet.
PART 2: Marketing Automation.
Chapter 9 Relevant Marketing Automation Information.
Chapter 10 Financial and Marketing Information Integration.
Chapter 11 Marketing Customer Information.
Chapter 12 Data Acquisition, Storage, and Retrieval.
Chapter 13 Data Warehouse Hardware and Software Configuration.
Chapter 14 Making Information Useful: Access, Delivery, and Organization.
Chapter 15 Information Map.
Chapter 16 Using Information.
Chapter 17 Response Testing.
Chapter 18 Modeling.
PART 3: Advanced Topics.
Chapter 19 Optimizing Contact Strategy.
Chapter 20 Strategic Marketing.
Conclusion.
Index.
