| 000 | 02592cam a2200313 i 4500 | ||
|---|---|---|---|
| 001 | 19062763 | ||
| 003 | OSt | ||
| 005 | 20220527090143.0 | ||
| 008 | 160405s2016 mau 000 0 eng c | ||
| 010 | _a 2016016047 | ||
| 020 | _a9781625278456 (hardcover : alk. paper) | ||
| 020 | _z9781625278463 (eISBN) | ||
| 040 |
_aMH/DLC _beng _cMH _erda _dDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.13 _b.S996 2016 |
| 082 | 0 | 0 |
_a658.802 _223 |
| 100 | 1 |
_aSweetwood, Adele, _eauthor. |
|
| 245 | 1 | 4 |
_aThe analytical marketer :how to transform your marketing organization / _bhow to transform your marketing organization / _cAdele Sweetwood. |
| 260 |
_aUSA _bHBR _c2016 |
||
| 300 |
_axi, 181 pages ; _c25 cm |
||
| 505 | 0 | _aIntroduction: Reinventing the marketing organization in the analytical era -- The customer decision journey has changed -- Adopting an analytical mindset -- Realigning your structure -- Building talent & skills -- Leading the analytical organization -- Conclusion: What's next? Your call to action. | |
| 520 | _aAnalytics 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 senior global vice president of marketing for SAS, The Analytical Marketer is based on firsthand experience. Challenged to change by its company's own analytical products, the SAS marketing organization was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author's candid lessons learned as she led the marketing organization's transformation. With additional examples from other leading companies, this book is a practical guide to creating a set of best practices and a new marketing culture that thrives on and adds value through data and analytics.-- | ||
| 650 | 0 |
_aMarketing _xTechnological innovations. |
|
| 650 | 0 |
_aMarketing _xManagement. |
|
| 650 | 0 | _aQuantitative research. | |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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| 999 |
_c10078 _d10078 |
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