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Title Details

RRP / List Price: $54.99

Title   Analytical Marketer : How to Transform Your Marketing Organization 

ubiq Price: $49.49

Author   SWEETWOOD Adele  ISBN   9781625278456  Add to shopping cart   
Publisher   Harvard Business School Press  Group   Commerce/Law View shopping cart
Binding   Hardback Category   Marketing  Terms and conditions
Edition   1 Type   Gen Floor Go back
Publication Year   2016 
Subject   Sales & marketing 
Stock Status   Currently in stock 
Order Status   Not currently on order 
Synopsis Analytics are driving big changes, not only in what marketing departments do but in how they are organised, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organisation and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer.

The Analytical Marketer provides critical insight into the changing marketing organization--digital, agile, and analytical--and the tools for reinventing it.

Written by the senior global vice president of marketing for SAS, The Analytical Marketer is based on firsthand experience. Challenged to change by its company's own analytical products, the SAS marketing organisation was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author's candid lessons learned as she led the marketing organisation's transformation. With additional examples from other leading companies, this book is a practical guide to creating a set of best practices and a new marketing culture that thrives on and adds value through data and analytics.

Featured in the December Commerce and Management Books newsletter.
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