LeSueur, Jeff, 1956-
Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur. - Hoboken, N.J. : John Wiley & Sons, c2007. - xiii, 346 p. : ill. ; 24 cm. - Wiley and SAS business series .
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.
9780470125427 047012542X
Direct marketing.
Marketing--Data processing.
658.8 / LEM 2007
Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur. - Hoboken, N.J. : John Wiley & Sons, c2007. - xiii, 346 p. : ill. ; 24 cm. - Wiley and SAS business series .
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.
9780470125427 047012542X
Direct marketing.
Marketing--Data processing.
658.8 / LEM 2007