Jeff Zabin

Precision Marketing

The New Rules for Attracting, Retaining and Leveraging Profitable Customers

Buch

Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customersspecific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the worlds largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous… Mehr

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Produktdetails

Weitere Autoren: Brebach, Gresh

ISBN: 978-0-471-46761-8
EAN: 9780471467618
Produktnummer: 9884874
Verlag: John Wiley & Sons
Sprache: Englisch
Erscheinungsjahr: 2004
Seitenangabe: 274 S.
Masse: H23.5 cm x B15.7 cm x D2.0 cm 578 g
Abbildungen: HC gerader Rücken kaschiert
Gewicht: 578

Über den Autor

JEFF ZABIN is Director of Marketing in the Global Marketing Solutions group at Fair Isaac, the leading provider of customer analytics and decision technology. He is the coauthor of The Seven Steps to Nirvana. GRESH BREBACH is President of the Brebach Group, specializing in marketing services. Previously, he served as a Director at McKinsey & Co. and a Managing Partner of Accenture.