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The Martech Handbook

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The Martech Handbook

The Martech Handbook Book
Author : DARRELL. ALFONSO
Publisher : Unknown
Release : 2022-08-30
ISBN : 9781398606449
File Size : 47,7 Mb
Language : En, Es, Fr and De

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Book Summary :

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. The Martech Handbook 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 General Electric, Tealium and Iterable, 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 Book
Author : Darrell Alfonso
Publisher : Kogan Page Publishers
Release : 2022-08-03
ISBN : 1398606456
File Size : 42,8 Mb
Language : En, Es, Fr and De

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Book Summary :

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 Book
Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Release : 2022-06-10
ISBN : 1529786460
File Size : 29,7 Mb
Language : En, Es, Fr and De

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Book Summary :

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

Digital Sense

Digital Sense Book
Author : Travis Wright,Chris J. Snook
Publisher : John Wiley & Sons
Release : 2017-01-06
ISBN : 1119291747
File Size : 42,7 Mb
Language : En, Es, Fr and De

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Book Summary :

Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Handbook of Advances in Marketing in an Era of Disruptions

Handbook of Advances in Marketing in an Era of Disruptions Book
Author : Atul Parvatiyar,Rajendra Sisodia
Publisher : SAGE Publications India
Release : 2019-01-08
ISBN : 9352808185
File Size : 47,9 Mb
Language : En, Es, Fr and De

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Book Summary :

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.

The Right Way to Select Technology

The Right Way to Select Technology Book
Author : Tony Byrne,Jarrod Gingras
Publisher : Rosenfeld Media
Release : 2017-09-12
ISBN : 1933820934
File Size : 34,9 Mb
Language : En, Es, Fr and De

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Book Summary :

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.

Marketing Focus

Marketing Focus Book
Author : David T. Boroi
Publisher : Createspace Independent Publishing Platform
Release : 2016-08-25
ISBN : 9781537302232
File Size : 50,9 Mb
Language : En, Es, Fr and De

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Book Summary :

The marketing function of most organizations continues to evolve at an exceedingly rapid pace. Primarily fueled by digital technologies, tools and trends, marketing teams are faced with a growing level of complexity in the way they operate. And, with this complexity comes an overwhelming number of choices and decisions, a need for speed to stay competitive, and ultimately higher levels of stress. There's also the problem with the inherent nature of how the marketing function is perceived and the typical makeup of its contributors. Part of its allure is the seemingly endless creative possibilities available for achieving growth or making an impact, as well as the need for experimentation as a means to better influence human behavior. The combination of higher levels of performance uncertainty, open-ended possibilities for strategic aim and rapid change of consumer preferences, can often lead to chaotic and uncontrolled environments. While some chaos is welcome and even necessary, not seeking to develop a more structured, sophisticated system or continuously striving to make operational improvements is a mistake. The FOCUS framework is a collection of concepts for helping a marketing team gain better focus on doing the work that really matters by achieving greater clarity, organization, control, alignment and sustainability around activities and initiatives. Distractions could include spending too much time on administrative, low value activities, chasing too many new ideas and constantly reinventing the wheel. With more focus, distractions can be reduced. While suited primarily for teams of many, the concepts of this book can be applied to teams of any size starting at one, simply scaling the approaches as necessary. This is not a comprehensive prescription, but rather a collection of tools and techniques to help you run marketing more efficiently and effectively. Given the overwhelming number of choices and options, a focused mindset can help keep sanity.

Handbook of Industrial Polyethylene and Technology

Handbook of Industrial Polyethylene and Technology Book
Author : Mark A. Spalding,Ananda Chatterjee
Publisher : John Wiley & Sons
Release : 2017-10-26
ISBN : 1119159776
File Size : 53,8 Mb
Language : En, Es, Fr and De

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Book Summary :

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.