The Martech Handbook

The Martech Handbook
Author: Darrell Alfonso
Publsiher: Kogan Page Publishers
Total Pages: 135
Release: 2022-08-03
Genre: Business & Economics
ISBN: 9781398606456

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Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can 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 SAGE Handbook of Digital Marketing

The SAGE Handbook of Digital Marketing
Author: Annmarie Hanlon,Tracy L. Tuten
Publsiher: SAGE
Total Pages: 670
Release: 2022-06-10
Genre: Business & Economics
ISBN: 9781529786460

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Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. 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. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

Handbook of Advances in Marketing in an Era of Disruptions

Handbook of Advances in Marketing in an Era of Disruptions
Author: Atul Parvatiyar,Rajendra Sisodia
Publsiher: SAGE Publications India
Total Pages: 692
Release: 2019-01-08
Genre: Business & Economics
ISBN: 9789352808182

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We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality. This book is dedicated to Professor Jagdish N. Sheth and honours his sustained contribution as a management thinker, scholar, academician and corporate adviser in an illustrious career spanning over five decades.

Handbook of Industrial Polyethylene and Technology

Handbook of Industrial Polyethylene and Technology
Author: Mark A. Spalding,Ananda Chatterjee
Publsiher: John Wiley & Sons
Total Pages: 1410
Release: 2017-10-26
Genre: Technology & Engineering
ISBN: 9781119159773

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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.

The Right Way to Select Technology

The Right Way to Select Technology
Author: Tony Byrne,Jarrod Gingras
Publsiher: Rosenfeld Media
Total Pages: 192
Release: 2017-09-12
Genre: Computers
ISBN: 9781933820934

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Why do half of all technology projects fail? A major reason is that organizations often pick the wrong tools, leaving them digitally hamstrung from the start. This book offers a modern alternative to traditional waterfall approaches to selecting technology. You’ll learn a practical, adaptive process that relies on realistic storytelling and hands-on testing to get the best fit for your enterprise.

Customer Data Platforms

Customer Data Platforms
Author: Martin Kihn,Christopher B. O'Hara
Publsiher: John Wiley & Sons
Total Pages: 240
Release: 2020-11-06
Genre: Business & Economics
ISBN: 9781119790136

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Master the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time Power analytics with customer data to get closer to true attribution In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.

The Next Cmo

The Next Cmo
Author: Peter Mahoney,Scott Todaro,Dan Faulkner
Publsiher: Archway Publishing
Total Pages: 254
Release: 2021-09-09
Genre: Business & Economics
ISBN: 9781665711371

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The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals. This book will provide a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy.

The SAGE Handbook of Social Media Marketing

The SAGE Handbook of Social Media Marketing
Author: Annmarie Hanlon,Tracy L. Tuten
Publsiher: SAGE
Total Pages: 552
Release: 2022-06-16
Genre: Business & Economics
ISBN: 9781529788433

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Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media