The Martech Handbook
  • Author : Darrell Alfonso
  • Release Date : 03 August 2022
  • Publisher : Kogan Page Publishers
  • Genre : Business & Economics
  • Pages :
  • ISBN 13 : 9781398606456

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Book Description: 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 Martech Handbook

The Martech Handbook

Author : Darrell Alfonso
Publisher : Kogan Page Publishers
Genre : Business & Economics
DOWNLOAD

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 ...

The SAGE Handbook of Digital Marketing

The SAGE Handbook of Digital Marketing

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Publisher : SAGE
Genre : Business & Economics
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Author : Atul Parvatiyar,Rajendra Sisodia
Publisher : SAGE Publications India
Genre : Business & Economics
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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 ...

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Publisher : John Wiley & Sons
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Author : Kimberly A. Whitler
Publisher : Columbia University Press
Genre : Business & Economics
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The SAGE Handbook of Social Media Marketing

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Publisher : SAGE
Genre : Business & Economics
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Publisher : Springer Nature
Genre : Business & Economics
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This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many ...

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Publisher : Penguin
Genre : Business & Economics
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Author : Martin Kihn,Christopher B. O'Hara
Publisher : John Wiley & Sons
Genre : Business & Economics
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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 ...

Handbook of Research on the Impacts and Implications of COVID 19 on the Tourism Industry

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Author : Demir, Mahmut,Dalg?ç, Ali,Ergen, Fatma Do?anay
Publisher : IGI Global
Genre : Business & Economics
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The tourism sector has been deeply affected particularly in economic terms by the COVID-19 pandemic. This crisis has led to new practices and radical changes. Scientists emphasize that mankind will face pandemics more frequently in the forthcoming years. Thus, it is important to understand the negative impacts the COVID-19 pandemic ...

Understanding Digital Marketing

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Author : Damian Ryan,Calvin Jones
Publisher : Kogan Page Publishers
Genre : Business & Economics
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Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the ...

E Commerce Website Optimization

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Author : Dan Croxen-John,Johann van Tonder
Publisher : Kogan Page Publishers
Genre : Business & Economics
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Maritime Technology and Engineering

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Author : Carlos Guedes Soares,T.A. Santos
Publisher : CRC Press
Genre : Technology & Engineering
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Maritime Technology and Engineering includes the papers presented at the 2nd International Conference on Maritime Technology and Engineering (MARTECH 2014, Lisbon, Portugal, 15-17 October 2014). The contributions reflect the internationalization of the maritime sector, and cover a wide range of topics: Ports; Maritime transportation; Inland navigat...