The Analytical marketer: how to transform your marketing organization
By: Sweetwood, Adele
Material type: TextPublisher: Boston, MA Harvard Business Review Press, 2016Description: xi,181p.incl.index HBISBN: 9781625278456 Subject(s): Marketing | Marketing Management | Quantitative ResearchDDC classification: 658.802 S9A6Item type | Current location | Call number | Status | Date due | Barcode |
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Books | Ahmedabad (HO) Book Section | 658.802 S9A6 (Browse shelf) | Available | 26178 | |
Books | Ahmedabad (HO) Book Section | 658.802 S9A6 (Browse shelf) | Available | 25960 |
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658.802 E2M2 Marketing communications | 658.802 P3S8 Sustainable enterprise : | 658.802 S3E6 Empowering brands with customer integration: | 658.802 S9A6 The Analytical marketer: | 658.802 S9A6 The Analytical marketer: | 658.804 Z4B8 Business to business marketing management | 658.809 W4S3 Services marketing: |
Introduction: Reinventing the marketing organization in the analytical era -- The customer decision journey has changed -- Adopting an analytical mindset -- Realigning your structure -- Building talent & skills -- Leading the analytical organization -- Conclusion: What's next? Your call to action.
Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization--digital, agile, and analytical--and the tools for reinventing it. Written by the senior global vice president of marketing for SAS, The Analytical Marketer is based on firsthand experience. Challenged to change by its company's own analytical products, the SAS marketing organization was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author's candid lessons learned as she led the marketing organization's transformation. With additional examples from other leading companies, this book is a practical guide to creating a set of best practices and a new marketing culture that thrives on and adds value through data and analytics.-- Provided by publisher
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