000			01411nam a2200193Ia 4500
008			240825s9999 xx 000 0 und d
020			_a9780749465353 _qpbk.
041			_aEng
082			_a658.802 _bZOR
100			_aZoratti, Sandra ; Gallagher, Lee
245		0	_aPrecision Marketing : Maximizing Revenue Through Relevance _c/ Sandra Zoratti and Lee Gallagher
250			_a1st ed.
260			_c2012 _aLondon _bKogan Page
300			_axvi, 208 p. _b: ill. _c; 24 cm.
504			_aindex
520			_aMarketers 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 will help you to develop the perspectives, capabilities and skills necessary to deliver these more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketing shows how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing, to set themselves apart and reach a whole new level of growth.
650			_aMarketing
942			_cENGLISH
999			_c544160 _d544160