基本信息出版社：John Wiley & Sons
页码：288 页
出版日期：2008年04月
ISBN：047023959X
条形码：9780470239599
装帧：平装
正文语种：英语
外文书名：在俄罗斯投资与资本拥有

内容简介 在线阅读本书

No longer can the offline remain separate from the online. Integrated, customer–centric, cross–channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization′s bottom line. This must–have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross–channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.
作者简介 Akin Arikan is a Senior Segment Manager for Internet marketing at Unica, where he is responsible for ensuring customer satisfaction with Unica′s web analytics and Internet marketing solutions. Clients with case studies in this book include AIRMILES, Best Buy, Vodafone, and Wachovia. Akin is an award–winning industry speaker, frequent contributor to magazines, and blogger (www.MultichannelMetrics.com).
专业书评 Bridge the Online-Offline Chasm and Achieve Measurable Success

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line.

This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics. Learn how to:

Develop better marketing programs and get the data to prove it

Tap into the secrets of online, direct, and brand marketers

Apply proven techniques to build loyalty and grow lifetime value

Create actionable customer profiles to determine the best sales opportunities

Optimize online-offline advertising programs to get the best ROI

Measure online and offline lift in your marketing programs

select the right metrics for your specific needs—from online to direct to brand marketing, and more

Collect measurements and report on customer behavior across channels