Precision marketing : maximizing revenue through relevance

• Main Authors: Zoratti, Sandra (Author), Gallagher, Lee (Author)
• Corporate Author: EBSCO Publishing (firma)
• Format: Electronic eBook
• Language: English
• Published: London : Kogan Page, 2012
• Subjects: marketing; cílený marketing; spotřebitelské chování; segmentace trhu; target marketing; consumer behavior; market segmentation; příručky; elektronické knihy; handbooks and manuals; electronic books
• ISBN: 9780749465360; 978-0-7494-6535-3
• Physical Description: 1 online zdroj (xvi, 208 stran) : ilustrace

Table of Contents:

• Introduction: why relevance is relevant
• Getting relevant
• The precision marketing journey
• Step one: determine your objective
• Step two: gather data
• Step three: analyse and model
• Step four: strategize
• Step five: deploy
• Step six: measure
• Targeting Tesco
• The precision marketer's moment
• Conclusion