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How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.
Data-Driven Marketing Strategy enables marketing students to not only comprehend metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. The holistic approach ensures that students have a complete toolkit for success. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.
Features include:
- chapters that cover the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results.
- step-by-step guidance on how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs.
- material covering the latest trends and tools in digital marketing such as the rise of customer experience (CX) as a key differentiator, in addition to ethical considerations of the use of AI and machine learning for personalization.
- best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn.
- online resources of lecturer slides and downloadable templates.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Informazioni sull'autore
Kamila Miller is a Lecturer at Henley Business School, UK, teaching Sales and Marketing, Consumer Behaviour, and Digital Marketing. She also lectures at Oxford Brookes University on Marketing in a Digital World. Miller is also a CIM member and Communication Ambassador, actively organizing and participating in events.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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Hardcover. Condizione: new. Hardcover. How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives. With businesses increasingly depending on digital platforms and data analysis, there is a pressing demand for marketing students to not only comprehend the metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. Data-Driven Marketing Strategy covers the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. This holistic approach ensures that students have a complete toolkit for success. The book shows how to create detailed customer personas, segment audiences effectively, and tailor messaging to meet specific needs. It introduces students to the latest trends and tools in digital marketing, including the use of AI and machine learning for personalization, the rise of customer experience (CX) as a key differentiator and the growing importance of omnichannel strategies. It also delves into the ethical considerations of data-driven marketing, ensuring that readers are equipped to navigate these new challenges responsibly. Data-Driven Marketing Strategy features best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn. Online resources include Lecturer slides and downloadable templates. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees. Learn how to develop and implement data-driven marketing strategies to attain measurable results and business growth with this textbook. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Codice articolo 9781398623866
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