Description: Marketing Automation : Practical Steps to More Effective Direct Marketing, Hardcover by Lesueur, Jeff, ISBN 047012542X, ISBN-13 9780470125427, Brand New, Free shipping in the US As a veteran marketing expert and user of SAS Marketing Automation software, LeSeur promotes marketing software applications based on predictive models to leverage a marketing group's investments toward boosting profits. Using a spreadsheet, he fleshes out the concept of "return on marketing investment," countering the view that customer communication is an expense. Discussing basic and more advanced topics relating to effective strategic marketing, he offers ideas for overcoming customer database management challenges. The guide includes examples, data tables, graphs, and a few references interspersed in the text. Annotation ©2008 Book News, Inc., Portland, OR ()
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Book Title: Marketing Automation : Practical Steps to more Effective Direct Marketing
Number of Pages: 368 Pages
Language: English
Publisher: Wiley & Sons, Incorporated, John
Item Height: 1.3 in
Publication Year: 2007
Topic: Marketing / General, Marketing / Direct
Illustrator: Yes
Genre: Business & Economics
Item Weight: 22.9 Oz
Author: Jeff Lesueur
Item Length: 9.3 in
Item Width: 6.5 in
Book Series: Wiley and Sas Business Ser.
Format: Hardcover
