The Marketing Operations Handbook

Author : Michael McKinnon
Publisher : Unknown
Page : 135 pages
File Size : 49,8 Mb
Release : 2021-11-11
Category : Electronic
ISBN : 9798495346598

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The Marketing Operations Handbook by Michael McKinnon Pdf

The discipline of marketing operations began back in 1923 when Scientific Advertising wrote "There is a science to advertising. Experienced advertisers have watched and recorded, tested, and logged, and left records of countless campaigns. In these conditions, advertising and merchandising become a science. Principles are learned and proven by repeated tests." Marketing operations remained in the shadows relegated to measuring radio spots, conducting market research, and analyzing UPC data to predict consumer buying behavior. Then the internet changed everything. Allowing marketers to track digital buying signals and respond with target messaging, marketers were opened up to a world of consumer data and technology. In the early 2000s, marketing departments bought technology at a rapid pace to keep up with the ever-changing demands of an increasingly sophisticated consumer. Modern marketing operations was born as CMOs realized their technology stacks would not deliver without oversight and governance. With over 8000 marketing technologies available today, Marketing Operations has become a critical function that is responsible for executing the CMO's strategy. The Marketing Operations Handbook will give you a roadmap for high-performing marketing operations groups. From assessing the maturity of the function, to conducting annual planning and delivering metrics that drive the business forward, this book gives you the tools needed to make your marketing operations department an indispensable part of your organization.

Author : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 630 pages
File Size : 48,6 Mb
Release : 2008-09-05
Category : Business & Economics
ISBN : 9780387782133

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Handbook of Marketing Decision Models by Berend Wierenga Pdf

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Author : Paul Weiner
Publisher : Unknown
Page : 43 pages
File Size : 53,7 Mb
Release : 1969
Category : Marketing
ISBN : 0902130005

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Overhauling Marketing Operations by Paul Weiner Pdf

Author : Joe Barhoum
Publisher : Joe Barhoum
Page : 76 pages
File Size : 53,7 Mb
Release : 2019-06-03
Category : Business & Economics
ISBN : 9781072088257

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Marketing Operations: Make the Transformation by Joe Barhoum Pdf

This textbook covers how to leverage the behavior data provided by the rise of technology and eCommerce. Students shall learn how to the buying behavior of consumers can be captured and measured to strengthen marketing campaigns and infuse operational processes into their traditional workflows; proving their impact to revenue to all stakeholders.

Author : Ilya Katsov
Publisher : Unknown
Page : 508 pages
File Size : 40,8 Mb
Release : 2017-12
Category : Electronic
ISBN : 0692142606

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Introduction to Algorithmic Marketing by Ilya Katsov Pdf

A comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.

Author : Thomas F. Wallace
Publisher : T. F. Wallace & CO
Page : 202 pages
File Size : 54,5 Mb
Release : 2004-08
Category : Business & Economics
ISBN : 0967488443

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Sales and Operations Planning by Thomas F. Wallace Pdf

Author : Stephen G. Diorio,Chris K. Hummel
Publisher : John Wiley & Sons
Page : 292 pages
File Size : 44,9 Mb
Release : 2022-04-19
Category : Business & Economics
ISBN : 9781119871125

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Revenue Operations by Stephen G. Diorio,Chris K. Hummel Pdf

Crush siloes by connecting teams, data, and technologies with a new systems-based approach to growth. Growing a business in the 21st Century has become a capital intensive and data-driven team sport. In Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, an accomplished team of practitioners, academics, and experts provide a proven system for aligning revenue teams and unlocking growth. The book shows everyone how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. With Revenue Operations, you’ll understand what it takes to successfully transition to the new system of growth without killing your existing business. This practical and executable approach can be used by virtually any business - large or small, regardless of history or industry - that wants to generate more growth and value. By reading this book you will find: Real-world case studies and personal experiences from executives across an array of high technology, commercial, industrial, services, consumer, and cloud-based businesses. The six core elements of a system for managing your commercial operations, digital selling infrastructure, and customer data assets. Nine building-blocks that connect the dots across your sales and marketing technology ecosystem to generate more consistent growth and a better customer experience at lower costs. The skills and tools that next generation growth leaders will need to chart the roadmap for a successful career in any growth discipline for the next 25 years. An indispensable resource for anyone who wants to get more from their business – board members, CEOs, business unit leaders, strategists, thought leaders, analysts, operations professionals, partners, and front-line doers in sales, marketing, and service - Revenue Operations is based on over one thousand surveys of and interviews with business professionals conducted during 2020 and 2021. It also includes a comprehensive analysis of the sales and marketing technology landscape. As a perfectly balanced combination of academic insight and data-driven application, this book belongs on the bookshelves of anyone responsible for driving revenue and growth.

Author : Debbie Qaqish
Publisher : Forbesbooks
Page : 0 pages
File Size : 52,9 Mb
Release : 2021-05-25
Category : Business & Economics
ISBN : 1950863689

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From Backroom to Boardroom by Debbie Qaqish Pdf

From Backroom to Boardroom is not a book about technology, data models or the latest in a series of bright and shiny toys so loved by marketers. It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom. The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience and the power of the digital age. This book is a practical guide that will help you reimagine, rescript and rearchitect the role of marketing forever.

Author : David T. Boroi
Publisher : Createspace Independent Publishing Platform
Page : 90 pages
File Size : 54,8 Mb
Release : 2016-08-25
Category : Electronic
ISBN : 153730223X

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Marketing Focus by David T. Boroi Pdf

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.

Author : Darrell Alfonso
Publisher : Kogan Page Publishers
Page : 257 pages
File Size : 46,7 Mb
Release : 2022-08-03
Category : Business & Economics
ISBN : 9781398606456

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The Martech Handbook by Darrell Alfonso Pdf

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can be 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.

Author : Thomas F. Wallace,Robert A. Stahl
Publisher : Unknown
Page : 266 pages
File Size : 46,7 Mb
Release : 2008-03
Category : Sales
ISBN : 0997887729

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Sales and Operations Planning by Thomas F. Wallace,Robert A. Stahl Pdf

Implementing S&OP now, or getting ready to? This book will make your implementation more sure-footed, less risky, and more successful. Bob & Tom cover all aspects of successful implementation, from composition of the Executive Team to the nitty-gritty of the S&OP spreadsheet design. Already operating S&OP? Learn how to improve the process and make it more effective and beneficial. The 3rd Edition explains S&OP and How It Works, How To Implement It, with Low Cost, Low Risk, Quickly, with High Impact. How to Make It Better . . . and Better We've added new or enhanced material on: * Implementation Methodology * The "People" Part Implementation * Change Management * New Product Introduction * Highly Variable Supply * Managing Risk * Graphical Displays (in color) * Software Selection Criteria * Fixing a Broken S&OP Process * Examples from Real World Companies "Recommended reading for the CEO, as well as marketing, engineering and operations executives . . .

Author : Gordon Foxall
Publisher : Routledge
Page : 286 pages
File Size : 55,5 Mb
Release : 2014-09-15
Category : Business & Economics
ISBN : 9781317646990

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Strategic Marketing Management (RLE Marketing) by Gordon Foxall Pdf

This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.

Author : Subhash C. Jain,David A. Griffith
Publisher : Edward Elgar Publishing
Page : 433 pages
File Size : 51,5 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781849806121

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Handbook of Research in International Marketing by Subhash C. Jain,David A. Griffith Pdf

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.

Author : David E. Mulcahy
Publisher : McGraw-Hill Education
Page : 0 pages
File Size : 40,9 Mb
Release : 1993-09-22
Category : Technology & Engineering
ISBN : 0070440026

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Warehouse Distribution and Operations Handbook by David E. Mulcahy Pdf

Publisher's Note: Products purchased from Third Party sellers are not guaranteed by the publisher for quality, authenticity, or access to any online entitlements included with the product.

Author : Gerardus Blokdyk
Publisher : Createspace Independent Publishing Platform
Page : 142 pages
File Size : 53,8 Mb
Release : 2018-05-12
Category : Electronic
ISBN : 171893355X

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Marketing Operations Management by Gerardus Blokdyk Pdf

How much are sponsors, customers, partners, stakeholders involved in Marketing operations management? In other words, what are the risks, if Marketing operations management does not deliver successfully? What potential environmental factors impact the Marketing operations management effort? Do we monitor the Marketing operations management decisions made and fine tune them as they evolve? What management system can we use to leverage the Marketing operations management experience, ideas, and concerns of the people closest to the work to be done? At what point will vulnerability assessments be performed once Marketing operations management is put into production (e.g., ongoing Risk Management after implementation)? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Marketing operations management investments work better. This Marketing operations management All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Marketing operations management Self-Assessment. Featuring new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Marketing operations management improvements can be made. In using the questions you will be better able to: - diagnose Marketing operations management projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Marketing operations management and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Marketing operations management Scorecard, you will develop a clear picture of which Marketing operations management areas need attention. Your purchase includes access details to the Marketing operations management self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. Your exclusive instant access details can be found in your book.