| 000 | 05968nam a22004573i 4500 | ||
|---|---|---|---|
| 001 | EBC2131001 | ||
| 003 | MiAaPQ | ||
| 005 | 20240729123840.0 | ||
| 006 | m o d | | ||
| 007 | cr cnu|||||||| | ||
| 008 | 240724s2015 xx o ||||0 eng d | ||
| 020 |
_a9781119076438 _q(electronic bk.) |
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| 020 | _z9781119076575 | ||
| 035 | _a(MiAaPQ)EBC2131001 | ||
| 035 | _a(Au-PeEL)EBL2131001 | ||
| 035 | _a(CaPaEBR)ebr11090299 | ||
| 035 | _a(CaONFJC)MIL822796 | ||
| 035 | _a(OCoLC)910936404 | ||
| 040 |
_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ |
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| 050 | 4 | _aHF5415.1265 .W3655 2015 | |
| 100 | 1 | _aWalters, Dave. | |
| 245 | 1 | 0 |
_aBehavioral Marketing : _bDelivering Personalized Experiences at Scale. |
| 250 | _a1st ed. | ||
| 264 | 1 |
_aNewark : _bJohn Wiley & Sons, Incorporated, _c2015. |
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| 264 | 4 | _c©2015. | |
| 300 | _a1 online resource (255 pages) | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 505 | 0 | _aBehavioral 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 | _aThe 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 | _aChapter 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 | _aDescription based on publisher supplied metadata and other sources. | ||
| 590 | _aElectronic 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 | _aConsumers'' preferences. | |
| 655 | 4 | _aElectronic books. | |
| 700 | 1 | _aNussey, Bill. | |
| 776 | 0 | 8 |
_iPrint version: _aWalters, Dave _tBehavioral Marketing _dNewark : John Wiley & Sons, Incorporated,c2015 _z9781119076575 |
| 797 | 2 | _aProQuest (Firm) | |
| 856 | 4 | 0 |
_uhttps://ebookcentral.proquest.com/lib/orpp/detail.action?docID=2131001 _zClick to View |
| 999 |
_c55063 _d55063 |
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