Successful marketing requires more precise segmentation and more sophisticated communications with customers--the lifeblood of every business--than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits.
Designed to get you quickly up to speed, you will discover:
- How to evolve complex, yet agile, customer communication strategies
- Ways to focus already limited marketing resources on the right opportunities
- Advice on viewing, tracking, and measuring results
- How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs