Follow That Customer!

Follow That Customer!

The Event-Driven Marketing Handbook

by Egbert Jan Van Bel

Hardback Publication Date: 29/07/2010

 
For as long as there has been commerce, sellers have tried to predict what people, and their customers in particular, wanted to buy. In the nineteenth century there were direct mailers, followed by the database and CRM revolutions. This book is about the next revolution. Event-driven marketing (EDM) adds the important dimension of the right time. Marketers now have the ability to make the right offer to the right customer at the right time-at exactly the moment that customer develops a need for your product or service. The result is the same as each of the preceding revolutions: increased response and conversion rates and improved profitability of marketing investments. Follow That Customer! is the first complete handbook of EDM. It covers everything from theory to process management to profitability calculations, database analyses, and legislation. It also has seven real-world cases that bring EDM concepts to life.
ISBN:
9781933199269
9781933199269
Category:
Sales & marketing
Format:
Hardback
Publication Date:
29-07-2010
Publisher:
Racom Communications
Country of origin:
United States
Pages:
227
Dimensions (mm):
160x235x23mm
Weight:
0.47kg

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