Does it work? : 10 principles for delivering true business value in digital marketing /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Atchison, Shane (Autor), Burby, Jason (Autor)
Otros Autores: Sorrell, Martin, 1945- (writer of foreword.)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill Education, [2015]
Edición:Version 1.0.
Temas:
Marketing > Management.
Internet marketing.
Advertising.
Business planning.
Marketing > Gestion.
Marketing sur Internet.
Advertising
Business planning
Internet marketing
Marketing > Management
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Dedication
  • Contents
  • Foreward
  • Acknowledgments
  • Introduction
  • 01 Business Goals are Everything
  • 02 A Collective Vision
  • 03 Data Inspires Creativity
  • 04 Finding Unicorns
  • 05 Culture Predicts Success and Failure
  • 06 Measure What Matters
  • 07 What It's Worth
  • 08 Never Stop Improving
  • 09 One Size Fits no One
  • 10 Framework for Innovation
  • 11 Conclusion and Next Steps
  • Appendix A: What CMOs Need to Make Digital Marketing Work
  • Appendix B: "Dumb Ways to Die": Detailed Analysis of Claims
  • Contributor Bios
  • Authors' Note: Continuing the Conversation
  • Endnotes
  • Index
  • About the Authors

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