Name: Precision Marketing
Brand: Kogan Page
SKU: 9780749465353
Price: 260.00 HKD
Availability: OutOfStock
Author: Sandra Zoratti; Lee Gallagher
ISBN: 9780749465353

Precision Marketing Maximizing Revenue Through Relevance

Edited by Sandra Zoratti · Lee Gallagher

Kogan Page May 2012

Specifications

ISBN-13: 9780749465353
Publisher: Kogan Page
Publication: May 2012
Format: Paperback , 224 pages
Jurisdiction: International ? Countri(es) for reference only

Details

Precision Marketing offers incisive commentary and thought leadership on the power of targeted marketing, and the impressive returns associated with engaging with customers as individuals.

Marketers around the globe are recognising that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend in order to target buyers in sophisticated ways, with all communications targeted and relevant to each and every individual recipient. Precision Marketing will help you to develop the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketing shows how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.

About the Author

Sandra Zoratti is Vice President, Global Marketing Solutions at InfoPrint Solutions, a Ricoh Company. She is recognized as a thought leader in the area of precision marketing - a data-driven marketing approach that produces highly targeted, relevant customer content.

Lee Gallagher is Director of Precision Marketing and Sales for InfoPrint Solutions, with extensive experience in the hospitality,retail and distribution industries.