Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age [NOOK Book]

Overview

No matter what business you're in, you're ultimately in the customer business.

The definitive work on customer analytics, Business Analytics for Sales and Marketing Managers provides a thought-filled road map to transforming your organization into an agile and responsive team capable of winning and keeping customers in today's complex and ever-changing marketplace.

Revealing the role of customer analytics as ...

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Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

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Overview

No matter what business you're in, you're ultimately in the customer business.

The definitive work on customer analytics, Business Analytics for Sales and Marketing Managers provides a thought-filled road map to transforming your organization into an agile and responsive team capable of winning and keeping customers in today's complex and ever-changing marketplace.

Revealing the role of customer analytics as every business's driving force, this book shows you how to put it to work for your business, with expert guidance on:

  • Using customer analytics as inspiration for a CRM strategy

  • Finding the most valuable target group

  • What you need to know before you launch new sales activities

  • Lead, Lag, and Learning Information—customer retention jewels

  • Customer value estimation for negotiations

  • Seeing the CRM selling process from a dynamic perspective

A must-read for any business striving for high performance in our economy's "new normal," the concepts in this book carefully lay out practical approaches to building a solid bridge between your organization's strategies and its objectives.

Filled with "recipes" providing practical descriptions of what needs to take place at operational and project levels, Business Analytics for Sales and Marketing Managers has the advice you need to make the right customer-centric decisions that will set your business apart from the rest of the pack.

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Product Details

  • ISBN-13: 9781118030387
  • Publisher: Wiley
  • Publication date: 3/16/2011
  • Series: Wiley and SAS Business Series , #41
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,074,382
  • File size: 5 MB

Meet the Author

Gert H. N. Laursen is head of customer intelligence at Maersk Line, the largest containerized shipping company in the world. He focuses on helping product-oriented organizations become more customer-centered through the use of various data sources, including data warehousing, questionnaires, and one-to-one interviews with customers, first-line staff, sales organizations, and other subject matter experts.
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Table of Contents

Preface.

Acknowledgments.

Chapter 1: Introduction.

Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level.

Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe.

Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition Activities.

Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities.

Chapter 6: Lead Information for Customer Retention.

Chapter 7: Working with Lag Information.

Chapter 8: Working with Learning Information: The Recipe.

Chapter 9: Case Study of a Retention Strategy.

About the Author.

Index.

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  • Anonymous

    Posted April 14, 2013

    Lexi

    Mmkay..

    0 out of 1 people found this review helpful.

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