The Next Revolution
With Event-Driven Marketing (EDM) you now have the ability to make that right offer to that right customer at the right time—at exactly the moment that customer develops a need for your product or service. 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.
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Reliability Rules
Promises Management is a business management process that enables executives to match their organizations' promises with what they can and do deliver. It gives leaders a method for avoiding overpromising - the greatest pitfall in business today - and instead create satisfied, loyal customers who believe what you promise and, if you make a mistake, will give you the benefit of the doubt.
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Successful E-Mail Marketing Strategies
The authors cover campaign performance management, hunting versus farming, developing segments, using analytics and testing, improving customer loyalty and retention, and more. They explain how to create powerful subject lines, how to use interactivity and viral marketing, how to listen to customers, how to apply your strategies to specific types of markets.
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Managing Your Business Data
As a business person, you probably have more data and more kinds of data available than ever before. But has it helped? Sometimes, maybe. But, for many executives more data has just added more fuel to feed the fire of their love/hate relationship with it. You love it when it gives you good information about which markets to pursue or how to compete more effectively. But you hate it when you can’t get sales figures in time or worse still, when they don’t reflect "reality."
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For a Better Marketing ROI: Decrease Customer Churn and Increase Customer Retention
Customer Churn Reduction and Retention for Telecoms provides a strategic marketing map for every player in the industry, showing how to apply sophisticated marketing tools to each industry sector and each technology. If you are in Telecom, the marketing insights here could make this your survival manual. If not, you still will find invaluable insights to tailor to your company’s marketing strategies and programs.
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Ready-to-use Tips on Effective Internet Marketing
In one slim volume you’ll discover a unique amalgam of what-to-do and what-not-to-do when marketing online. Another benefit implicit in this book is the author’s ability to distill marketing wisdom into concise, to-the-point mini-rules you can use immediately. No time wasted here, plowing through pages of turgid text.
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Marketing Performance Measurement Tools You Can
Really Use
Marketers list improved measurement as a top goal, but are dissatisfied with their capabilities. The Marketing Performance Measurement Toolkit helps you break this logjam by providing step-by-step instructions on how to successfully build a marketing performance measurement system that meets your needs. The book features handy worksheets to summarize your findings, highlight significant results, and customize concepts and measurement tools.
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The Keys to Unlocking the Persuasive Power of the Written Word Are Here
Print matters still. In fact, it matters more than ever, especially in a world of continuous rapid-fire media innovations because it provides the real acid test – and demands the discipline necessary – for creating persuasive marketing messages with persuasion, relevance and power to sell your product today and build your brand for tomorrow.
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Get More from Your Company's Most Valuable Asset
Managing Sales Leads shows you how to determine what works so you can turn those cold prospects into hot customers. James Obermayer, a true expert in lead generation, details the process of identifying leads and effectively handling them. Both beginning and experienced marketing executives will refer to this valuable guide every day.
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Practical Advice and Tools for Effective Marketing Measurement
Newly minted MBAs, flush with confidence, are often heard to say, “Forget that other stuff. Just give me your number. Tell me what metric you’re using.” This guide does much more than just give you a number or a one-size-fits-all formula. It provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
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