The Martech Handbook

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The Martech Handbook

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Author : Darrell Alfonso
language : en
Publisher: Kogan Page Publishers
Release Date : 2022-08-03

The Martech Handbook written by Darrell Alfonso and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-08-03 with Business & Economics categories.

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together. This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

The Revenue Operations Manual

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Author : Laura Adint
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-09-03

The Revenue Operations Manual written by Laura Adint and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-09-03 with Business & Economics categories.

Growing a business is a team sport, and Revenue Operations - the number 1 fastest-growing job on LinkedIn - is how you can deliver that growth. Learn how to bring revenue-generating teams, business context, and technology together to build a high-achieving, predictable and scalable revenue machine. The Revenue Operations Manual takes you through every aspect of this evolving function, whether that's understanding what exactly it is, or how to effectively build your team, technology and partnerships to ensure your go-to-market strategies support business goals and revenue growth. Using case studies, examples of best practices (and of what not to do), this book offers expertise and interviews from world-class operators and provides a blueprint on the mindset required to build and scale this critical business function. Understand the value that Revenue Operations can bring to your business, the right time to invest in it, and how to maximize the outcomes this team can drive.

Handbook On Digital Corporate Communication

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Author : Vilma Luoma-aho
language : en
Publisher: Edward Elgar Publishing
Release Date : 2023-05-09

Handbook On Digital Corporate Communication written by Vilma Luoma-aho and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-09 with Business & Economics categories.

This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate communication.

Handbook Of Industrial Polyethylene And Technology

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Author : Mark A. Spalding
language : en
Publisher: John Wiley & Sons
Release Date : 2017-10-12

Handbook Of Industrial Polyethylene And Technology written by Mark A. Spalding and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-12 with Technology & Engineering categories.

This handbook provides an exhaustive description of polyethylene. The 50+ chapters are written by some of the most experienced and prominent authors in the field, providing a truly unique view of polyethylene. The book starts with a historical discussion on how low density polyethylene was discovered and how it provided unique opportunities in the early days. New catalysts are presented and show how they created an expansion in available products including linear low density polyethylene, high density polyethylene, copolymers, and polyethylene produced from metallocene catalysts. With these different catalysts systems a wide range of structures are possible with an equally wide range of physical properties. Numerous types of additives are presented that include additives for the protection of the resin from the environment and processing, fillers, processing aids, anti-fogging agents, pigments, and flame retardants. Common processing methods including extrusion, blown film, cast film, injection molding, and thermoforming are presented along with some of the more specialized processing techniques such as rotational molding, fiber processing, pipe extrusion, reactive extrusion, wire and cable, and foaming processes. The business of polyethylene including markets, world capacity, and future prospects are detailed. This handbook provides the most current and complete technology assessments and business practices for polyethylene resins.

Rethinking Decision Making Strategies And Tools

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Author : Maria Palazzo
language : en
Publisher: Emerald Group Publishing
Release Date : 2024-02-16

Rethinking Decision Making Strategies And Tools written by Maria Palazzo and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-02-16 with Business & Economics categories.

Readers will be enabled to compare, contrast and comprehend how the ‘decision making strategies and tools’ from different lenses are delivered in different parts of the world. The text includes an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners alike.

Data Driven Personalization

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Author : Zontee Hou
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-05-03

Data Driven Personalization written by Zontee Hou and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-03 with Business & Economics categories.

Make your marketing truly resonate by personalizing every message, powered by data, research and behavioral economics. To break through the noise, marketers today need to be hyper-relevant to their customers. To do that takes data and a deep understanding of your audience. Data-Driven Personalization breaks down the best ways to reach new customers and better engage your best customers. By combining principles of persuasion, behavioral economics and industry research, this book provides readers with an actionable blueprint for how to implement a customer-centric approach to marketing that will drive results. The book is broken into six parts that detail everything from what data is most valuable for personalization to how to build a data-driven marketing team that's prepared for the next five years and beyond. Each chapter includes actionable insights to guide marketers as they implement a data-driven personalization approach to their strategy. The chapters also focus on hands-on tactics like identifying messages that will move the needle with customers, how to generate seamless omnichannel experiences and how to balance personalization with data privacy. The book features case studies from top brands, including FreshDirect, Target, Adobe, Cisco and Spotify.

Growth Marketing Strategy

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Author : Rose Jia
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-12-03

Growth Marketing Strategy written by Rose Jia and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-12-03 with Business & Economics categories.

In an era when growth marketing has become a buzzword for quick fixes, this book provides a clear roadmap for how marketers can move on from short-term hacks and utilize their full marketing funnel to gain and retain customers across any size business in any economic environment. Growth marketing is no longer just a short-term tactical approach suitable only for start-ups and SMEs looking for easy wins. Instead, it has become a real source of long-term sustainable growth for any business, and a strategic approach that can deliver results regardless of economic environment. With marketers under pressure to consistently deliver growth in rapidly changing landscapes, this invaluable guide will provide a clear roadmap so that any marketer can develop a growth marketing strategy that delivers. Packed full of cutting-edge insights from companies like Fujifilm, GoPro, Twitch, Disney, Amazon Grocery, Tesla and American Express, Growth Marketing Strategy gives marketers practical ways to drive their business forward, moving beyond initial organic growth to a strategy that is both sustainable and resilient to changing market conditions. From exploring how to shift the mindset of the team to long-term investment and adaptability, to how your marketing team should be best structured and resourced within your organization to allow your growth marketing team to thrive, this book takes you from the fundamentals of growth marketing to how to apply it and adapt it to any challenge your business faces.

How To Use Customer Data

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Author : Sachiko Scheuing
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-06-03

How To Use Customer Data written by Sachiko Scheuing and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-03 with Business & Economics categories.

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide. Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.

The Sage Handbook Of Digital Marketing

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Author : Annmarie Hanlon
language : en
Publisher: SAGE
Release Date : 2022-06-10

The Sage Handbook Of Digital Marketing written by Annmarie Hanlon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-10 with Business & Economics categories.

This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics.

The Advertising Handbook

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Author : Sean Brierley
language : en
Publisher: Routledge
Release Date : 2018-02-28

The Advertising Handbook written by Sean Brierley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-28 with Business & Economics categories.

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.