Behavioral Marketing : (Record no. 55063)
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| 000 -LEADER | |
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| fixed length control field | 05968nam a22004573i 4500 |
| 001 - CONTROL NUMBER | |
| control field | EBC2131001 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MiAaPQ |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20240729123840.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cnu|||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 240724s2015 xx o ||||0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781119076438 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781119076575 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (MiAaPQ)EBC2131001 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (Au-PeEL)EBL2131001 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (CaPaEBR)ebr11090299 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (CaONFJC)MIL822796 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)910936404 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MiAaPQ |
| Language of cataloging | eng |
| Description conventions | rda |
| -- | pn |
| Transcribing agency | MiAaPQ |
| Modifying agency | MiAaPQ |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.1265 .W3655 2015 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Walters, Dave. |
| 245 10 - TITLE STATEMENT | |
| Title | Behavioral Marketing : |
| Remainder of title | Delivering Personalized Experiences at Scale. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1st ed. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Newark : |
| Name of producer, publisher, distributor, manufacturer | John Wiley & Sons, Incorporated, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2015. |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Date of production, publication, distribution, manufacture, or copyright notice | ©2015. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource (255 pages) |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Media type code | c |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Carrier type code | cr |
| Source | rdacarrier |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Behavioral Marketing: Delivering Personalized Experiences at Scale -- Contents -- Foreword -- Acknowledgments -- The Behavioral Marketing Manifesto -- Part One: Getting Started With Behavioral Marketing -- Chapter 1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All -- Dave Who? -- Why Behavioral Marketing? -- Definitions We Should Cover Upfront -- Behavioral Marketing Campaigns You've Seen in Everyday Life -- Relevance Trumps Privacy under 35-Every. Single. Time. -- Conclusion -- Chapter 2: Where Are You on the Behavioral Marketing Spectrum? -- Defining Your Now -- Tackling Channels One at a Time -- Building Your Behavioral Marketing Quotient -- What About Your Organization? -- Technology Is Absolutely Your Friend -- Conclusion -- Chapter 3: Gearing Up for Behavioral Marketing -- Roles, Job Titles, and Getting Things Done -- The Art and the Science of Marketing -- Hiring for Potential -- And Finally, Your Technology Stack -- Part Two: Putting Behavioral Marketing Into Action -- Chapter 4: Pacing Yourself: Behavioral Marketing at the Speed of Business -- Taking on Behavioral Marketing at Any Role -- At the Speed of Business -- Chapter 5: Bringing Behavioral Marketing to Life in the Real World -- The ``Next Six´´ Methodology -- A Real-Life Example -- Reasons We Fail -- Chapter 6: Upping Your: Content Game Educating Customers Throughout the Entire Cycle -- Prospect Nurturing -- Retention/Loyalty -- Postpurchase Content -- So Whose Job Is It? -- Conclusion -- Chapter 7: Customer Journey: Mapping Putting Yourself in the Customer's Shoes -- The Current State of Customer Journey Mapping -- Starting with the Big Three -- Acquisition -- Path to First Purchase -- Path to Repeat Purchase -- Four Steps to Greatness -- Chapter 8: Channel-Level Planning: Delivering Insane Relevance Every Time -- Email. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | The Power of Automation -- Batch-and-Blast in Its Rightful Place -- Direct Mail -- Sales -- Call Center -- Social Networks -- Listen or Market -- Brand or Support -- Which Social Networks -- Mobile Applications -- Chapter 9: Data Capture and Hygiene: You're Only as Good as Your Database -- Science versus Art -- Why You? Why Now? -- Data at the Speed of Business -- Hygiene or Capture First? -- Five Key Tactics -- Master Database -- Customer ID Scheme -- Basic Segmentation Rules -- Program Automation Capability -- Dedicated Staff -- Conclusion -- Chapter 10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever -- Segments Matter -- Logic, Queries, and Data, Oh My -- Automating for Epic Scale -- Great Creative Matters More Than Ever -- Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel -- The History of Serious Mobile -- Email versus SMS versus Apps -- The Fragmentation of Communication Itself -- Conclusion -- Chapter 12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts -- Mixing the Right Channels -- Five Deeper Views -- Repeat Purchasers -- Deep Considerers -- Raving Fans -- Disinterested Recipients -- Percentage of Completed Records -- Being Your Own Harshest Critic -- Scoring: The Holy Grail of Objective Measurement -- Conclusion -- Part Three: Success Beyond the Behavioral Marketing Basics -- Chapter 13: It's All About the Team: Staffing the Right Players to Succeed -- The Marketer Persona -- Two Key Traits: Potential and Grit -- Making Great Marketing Managers -- Chapter 14: Managing Upwards: Socialize If You Must, Prove Results Every Time -- Seeing the Tree among the Forest -- Where to Begin When You're Alone -- Plan Less, Experiment More, and Document Everything -- Knowing You've Won or Lost -- Conclusion. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer -- My Best Friend Brands -- Number Five: Spotify -- Number Four: GILT Group -- Number Three: eBags -- Number Two: Creative Market -- Number One: Delta Air Lines -- Conclusion -- Chapter 16: Riding the Wave: Career Success Powered by Behavioral Marketing -- A Dude Named Rand -- Your Personal Brand -- It's All About the Benjamins -- And Finally, Getting Yourself Promoted -- Chapter 17: Closing Thoughts and the Power of Actions -- Index -- End User License Agreement. |
| 588 ## - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Description based on publisher supplied metadata and other sources. |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Consumers'' preferences. |
| 655 #4 - INDEX TERM--GENRE/FORM | |
| Genre/form data or focus term | Electronic books. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Nussey, Bill. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| Main entry heading | Walters, Dave |
| Title | Behavioral Marketing |
| Place, publisher, and date of publication | Newark : John Wiley & Sons, Incorporated,c2015 |
| International Standard Book Number | 9781119076575 |
| 797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) | |
| Corporate name or jurisdiction name as entry element | ProQuest (Firm) |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=2131001">https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=2131001</a> |
| Public note | Click to View |
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