02511cam a2200301 i 4500 834675 20230531231423.0 tz 160405s2016 mau 000 0 eng c 9781625278456 (hardcover : alk. paper) PIMLIB HF5415.13 .S996A Sweetwood, Adele, 66363 The analytical marketer : how to transform your marketing organization / Adele Sweetwood. Boston, Massachusetts : Harvard Business Review Press, 2016. 58398 xi, 181 pages ; 25 cm New Arrivals Aug 2021 Introduction: Reinventing the marketing organization in the analytical era -- The customer decision journey has changed -- Adopting an analytical mindset -- Realigning your structure -- Building talent & skills -- Leading the analytical organization -- Conclusion: What's next? Your call to action. Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization 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 organization 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 organization'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.-- Marketing Technological innovations. 2095 Marketing Management. Quantitative research. 48202 0050 หนังสือได้รับบริจาค 9762 BK 834675 siriporn 834675 834675 0 0 lcc 0 0 BKE EECLIB EECLIB 2021-11-01 บริจาคโดย CPALL Knowledge Center 0.00 0130000073983 3 HF5415.13 .S996A 2016 32550000511193 2023-05-09 0.00 2023-05-09 BK