Precision Marketing: Maximizing Revenue Through Relevance

by Sandra Zoratti and Lee Gallagher

Book Overview

Marketers around the globe are recognizing that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend, in order to target buyers in more sophisticated ways, where all communications are targeted and relevant to each individual recipient.

Precision Marketing...

• Format: Paperback
• Language: English
• ISBN: 0749465352
• ISBN13: 9780749465353
• Release Date: May 2012
• Publisher: Kogan Page
• Length: 224 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.6" x 6.3" x 9.2"