Marketing automation : practical steps to more effective direct marketing / Jeff LeSueur.
By: LeSueur, Jeff
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Material type: 
BookSeries: Wiley and SAS business series. Publisher: Hoboken, N.J. : John Wiley & Sons, c2007Description: xiii, 346 p. : ill. ; 24 cm.ISBN: 9780470125427 ; 047012542X .Subject(s): Direct marketing | Marketing -- Data processingDDC classification: 658.8 Online resources: Table of contents only | Contributor biographical information | Publisher description | Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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Eastern University Library General Stacks | 658.8 LEM 2007 (Browse shelf) | Available | 10835 | |
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Books
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Eastern University Library General Stacks | 658.8 LEM 2007 (Browse shelf) | Not For Loan | 10836 |
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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