Inhaltsangabe
The Leaders Praise
The Marketing Performance Measurement Toolkit
...a comprehensive guide to creating... best practices and a meticulous step-by-step approach to success. It's the perfect antidote to ineffective marketing.-Doug Brooks, Senior Vice President, Marketing Management Analytics (MMA)
... No one in the direct marketing industry knows more about marketing metrics than David Raab.... If you are a marketing professional, you need this book to be up to date on how to measure your marketing success so that you can get better, and better, and better.-Arthur Middleton Hughes, Vice President, The Database Marketing Institute, Author of Successful E-Mail Marketing Strategies
A great book for companies that need to get started with marketing metrics and measurements...very practical...-Jim Lenskold
Lenskold Group
Author, Innovating the Path to Marketing Profitability
Senior marketers tell the ANA that marketing accountability is one of the top issues keeping them up at night. This primer about measuring marketing performance and justifying their marketing investment should help them sleep better.-Barbara Bacci Mirque, Executive Vice President, ANA (Association of National Advertisers)
This new work... is a roadmap everyone can use... I love the worksheets that accompany every chapter...If you want to be marketing superstar, this has to be on your reading list.-James W. Obermayer, Executive Director, Sales Lead Management Association, President, Sales Leakage Consulting, Inc., Author, Managing Sales Leads
David's book serves up an extensive number of useful worksheets and scorecards a marketer can use to help frame their measurement efforts.-Laura Patterson, President, VisionEdge Marketing. Author, Metrics in Action: Creating a Performance Driven Marketing Organization
...far more than the odd-job collection of tools you might pick up at the marketing DIY store.... It is a clear and readable major contribution to both defining and providing the metrics that are wanted and needed [for] more rational and effective marketing. It belongs as a reference on the desk of every marketing manager.-Peter J. Rosenwald, Senior Consultant: Consult Partners, Author of Accountable Marketing: The Economics of Data-Driven Marketing
...the most thorough and complete book to date on bringing data-driven metrics to corporate marketing... it tells you what you need to understand, and what you need to measure...Not too basic, not too theoretical...filled with useful ideas..., Alan Weber, CEO, Data to Strategy Group, LLC, Author, Data-Driven Business Models
Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.
Über die Autorinnen und Autoren
David M. Raab is a Principal at Raab Associates, Inc., a consulting firm specializing in marketing technology and analysis since 1987. Clients have included AARP Health Care Options, Allstate Insurance, Amtrak, Blue Cross/Blue Shield of North Carolina, Carlson Companies, CIGNA Health Care, CitiCorp, Comcast Cellular Communications, Cox Newspapers, Delmarva Power, First Union Bank, The Gap, GTE, IBM, JC Penney Direct Marketing Services, Michelle Wine Estates, Time Consumer Marketing, and Unisys, among others.
Raab's previous corporate positions have included Circulation Director of The Runner magazine, Vice President/Business Manager of Gruner + Jahr USA Parents Magazines and Book Clubs, and Vice President/List Research and Development at the Franklin Mint. His responsibilities have included marketing management, financial planning, systems development and statistical research.
Raab has written columns on marketing technology for such publications as DM Review, DM News, Relationship Marketing Report and Curtis MarketWise FIRST. and has also been published in Bank Marketing Target Marketing The Journal of Database Marketing, and elsewhere. He has addressed audiences around the world, including the National Center for Database Marketing, DAMA Symposium and Wilshire Metadata Conference, Direct Marketing Association, Canadian Direct Marketing Operations Conference, Newspaper Association of America, National Convention on Data Driven Marketing (Australia), and Asia Business Forum.
An archive of nearly 300 articles is available at www.archive.raabassociatesinc.com and additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com.
David M. Raab is a principal at Raab Associates, Inc., a consulting firm specializing in marketing technology and analysis. He has written columns on marketing technology for DM Review, DM News, Relationship Marketing Report, and Curtis Marketwise FIRST. He has also been published in Bank Marketing, Target Marketing, The Journal of Database Marketing, and elsewhere.
„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.
Suchergebnisse für The Marketing Performance Measurement Toolkit
Beispielbild für diese ISBN
The Marketing Performance Measurement Toolkit
Anbieter: ThriftBooks-Atlanta, AUSTELL, GA, USA
Verkäuferbewertung 5 von 5 Sternen
Hardcover. Zustand: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Artikel-Nr. G1933199148I4N00
Gebraucht kaufen
EUR 13,82
Versand gratis
Versand innerhalb von USA
Versand innerhalb von USA
Anzahl: 1 verfügbar