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B2B Data-Driven Marketing: Sources, Uses, Results

Stevens, Ruth P.

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ISBN 10: 1933199172 / ISBN 13: 9781933199177
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Bibliographic Details

Title: B2B Data-Driven Marketing: Sources, Uses, ...

Publication Date: 2015

Binding: HRD

Book Condition:New

About this title

Synopsis:

The world of business has long sought a comprehensive, practical guide to managing and executing business marketing plans and strategies. And now it s here. B2B Data-Driven Marketing: Sources, Uses, Results, by Ruth Stevens and Theresa Kushner, meets that need. In 220 pages the book lays out basic definitions and applications by identifying data sources, setting up an organization s data architecture to best advantage, and managing that data and keeping it clean. The book then shows how busi-ness marketers use their information, how to manage that data on a global scale, and how all companies, from mom-and-pops to multinationals, can manage their data within reasonable cost parameters. The last chapters discuss trouble-shooting problems (with solutions), case studies showing all of the book s principles in ac-tion, and speculation on the future of B2B database marketing. It is the one book that B2B marketing managers and owners will keep close athand.

Book Description:

Theresa C. Kushner is a journalist-turned technologist who has spent her entire career in high technology companies―Texas Instruments, IBM, Cisco Systems and VMware. She is currently the Vice President of Enterprise Information Management at software market leader VMware. Kushner began her career as a marketer and has personally seen the difference data makes in the B2B marketing arena. She is co-author of "Managing Your Business Data: From Chaos to Confidence" with Maria Villar.

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