The Analytical Marketer: How to Transform Your Marketing Organization
How to lead the changeAnalytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization-digital, agile, and analytical-and the tools for reinventing it.Written by the head of global marketing for SAS, The Analytical Marketer i…
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Produktdetails
Weitere Autoren: Davenport, Thomas H. (Solist)
- ISBN: 978-1-62527-845-6
- EAN: 9781625278456
- Produktnummer: 19641377
- Verlag: Harvard Business Review Pr
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 208 S.
- Masse: H24.1 cm x B15.9 cm x D2.5 cm 413 g
- Gewicht: 413
Über den Autor
Adele Sweetwood is Senior Vice President of Global Marketing and Shared Services for SAS, the world's largest independent analytics company. She has held a variety of sales, services, and marketing positions at SAS for twenty-six years and, most recently, led the transformation of the marketing organization to meet the challenges and opportunities of data and analytics in a globalized market. Find her on LinkedIn at linkedin.com/in/aksweetwood and on Twitter at @asweetwood.
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