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Data-driven Marketing: Insights aus Wissenschaft und Praxis

$65.99 / copy at 25+ copies As low as $64.49 at 100+Your best volume price

Total $1,649.75

Paperback · 312 pages Springer Fachmedien Wiesbaden · 2020

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About the book

Data-driven Marketing

  • State-of-the-art Wissen zum Data-driven Marketing aus Forschung und Praxis
  • Fokussiert auf die entscheidenden Aspekte für ein erfolgreiches datengetriebenes Marketing
  • Autoren sind Top-Experten aus der Praxis und der Wissenschaft

Dieses Buch adressiert die entscheidenden Aspekte für ein erfolgreiches, datengetriebenes Marketing: Datenqualität, Datenanalyse, kreative, aber datenschutzkonforme und ethisch vertretbare Datennutzung. Die Herausgeberinnen haben dazu das aktuelle Know-how aus Wissenschaft und Praxis für die strategische und operative Marketingarbeit zusammengetragen. 
So ist ein wertvoller Impulsgeber und Leitfaden für Marketing-Professionals entstanden, die Ihre Marketingarbeit konsequent datenzentriert und kundenindividuell gestalten wollen. Dabei bleiben auch spezielle Aspekte wie eine visuelle Präsentation von Datenanalyse, der Einfluss der Tonalität einer Website auf die Werbewirksamkeit von Display Advertising und Prinzipien des digitalen Vertrauensaufbaus beim Einsatz von digitalen Kanälen nicht außen vor.

Aus dem Inhalt
  • Strategischer Einsatz von Daten im Marketing 
  • Datenmanagement als Grundlage für Marketingentscheidungen
  • Smarte Insights fürs Marketing (psychografisches Targeting, Programmatic Advertising, Uplift von Werbemaßnahmen, A/B-Testing)
  • Data-driven Marketing in der realen Welt (Geointelligenz Im Outernet, digitale Komponenten bei Messen, Privacy Concerns in the Carsharing Economy)
  • Datenschutz und die ethischen Grenzen der Datennutzung im Data-driven Marketing 

Mit Beiträgen von Prof. Dr. Silvia Boßow-Thies +++ Prof. Dr. Annette Corves +++  Prof. Dr. Nicole Fabisch +++ Prof. Dr. Lars-Gunnar Frahm +++ Dr. Björn Goerke +++ Prof. Dr. Goetz Greve +++ Prof. Dr. Susanne Hensel-Börner +++ Prof. Dr. Christina Hofmann-Stölting +++  Prof. Dr. Gregor Hopf +++ Luise Jacobs +++ Prof. Dr. Heike Jochims +++ Dr. Gwen Kaufmann +++ Carsten Köster +++ Terence Lutz +++ Prof. Dr. Doreén Pick +++ Dr. Dennis Proppe +++ Mareike Scheibe +++ Prof. Dr. Eva Schön +++ Prof. Dr. Manuel Stegemann +++ Prof. Dr. Thorsten Suwelack +++ Prof. Dr. Kai-Marcus Thäsler +++ Christian Westerkamp +++ Dr. Heike M. Wolters


The book, Data-driven Marketing: Insights aus Wissenschaft und Praxis [Bulk, Wholesale, Quantity] ISBN#9783658299941 in Paperback by may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.

Details

Publisher
Springer Fachmedien Wiesbaden
Format
Paperback
Published
Aug 22, 2020
ISBN-13
9783658299941
Pages
312
Printing
Printed on demand
Buying for a group

Data-driven Marketing for groups: pricing

Volume pricing applies automatically in your cart. No codes, no account needed.

CopiesPrice per copyYou save
25 – 49 $65.99 12% off list
50 – 99 $65.24 13% off list
100+ $64.49 14% off list
Ways groups use it

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Leadership development

For new managers and leadership cohorts, a chapter per session.

2
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A shared vocabulary for the whole organization.

3
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A takeaway attendees will actually read, delivered to your venue.

What does Data-driven Marketing cost when I buy for a group?

Volume pricing applies automatically in your cart, with no code needed. Price per copy: 25 to 49 copies, $65.99 (12% off list); 50 to 99 copies, $65.24 (13% off list); 100+ copies, $64.49 (14% off list). Need a different quantity, or a quote to forward for approval? Ask a specialist and we will confirm pricing before you pay.

How fast can I get copies of Data-driven Marketing?

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