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The marketing performance blueprint : strategies and technologies to build and measure business success /
This is a guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, it focuses on the processes, technologies, and strategies that are redefining the marketing environment. You will learn how to build...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley.,
[2014]
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Title Page; Copyright; Dedication; Foreword; Acknowledgments; Introduction; Underprepared and Underperforming; Build a Performance-Driven Organization; Accelerate Success; Note; Section I: The Backstory; Chapter 1: Mind the Gaps; The Marketing Talent Gap; The Marketing Technology Gap; The Marketing Strategy Gap; The Marketing Performance Gap; Notes; Chapter 2: Commit to Digital Transformation; Adoption and Adaptation; Obstacles to Evolution; The Exposed Brand; Notes; Section II: Marketing Talent; Chapter 3: Build a Modern Marketing Team; A Talent War Has Begun; Rise of the Hybrids.
- The Science of RecruitingNotes; Chapter 4: Construct an Internal Marketing Academy; Keeping Pace or Falling Behind?; The Role of Online Education; An Internal Academy Model; Notes; Chapter 5: Propel Growth through Agency Partners; The Marketing Agency Ecosystem; Finding Your Match; Managing the Outsourced Team; Notes; Section III: Marketing Technology; Chapter 6: Create a Connected Customer Experience; It Is Their Journey, Not Yours; The Impact of Automation; Algorithms and Artificial Intelligence; Origins of the Intelligence Engine; Let's Get Contextual; Notes.
- Chapter 7: Manage the Marketing Technology MatrixInto the Cloud; Brinker's Marketing Technology Landscape; Map Your Marketing Technology Strategy; Core Technologies Snapshot; Notes; Section IV: Marketing Strategy; Chapter 8: Perform a Marketing Assessment; Potential for Success; The Marketing Score Model; Business and Marketing Cores; The Strategy Gateway; Notes; Chapter 9: Develop a Marketing Scorecard; Metrics That Matter; Getting Started with Google Analytics; Automate and Visualize Intelligence; Notes; Chapter 10: Strategize a Marketing Game Plan; e3 Model Snapshot; Evaluate; Establish.
- ExecuteNote; Conclusion; The Marketing Performance Laws; Core Concepts; Resources; About the Author; Index; End User License Agreement.