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Zabin, Jeff/ Brebach, Gresh/ Kotler, Philip (FRW) 作者

John Wiley & Sons Inc

译者

2004-1 出版日期

272 页数

253.00元价格

HRD

丛书系列

9780471467618 图书编码

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发表于2024-09-21

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Precision Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers' specific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the world's largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.

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