000			02035cam a2200253 i 4500
999			_c9077 _d9077
001			19062763
005			20210318142002.0
008			160405s2016 mau 000 0 eng c
020			_a9781625278456 (hardcover : alk. paper)
040			_aMH/DLC _cMH
082	0	0	_a658.8 _bADE
100	1		_aSweetwood, Adele, _eauthor.
245	1	4	_aThe analytical marketer : _bhow to transform your marketing organization / _cAdele Sweetwood.
260			_a Boston, Mass. : _bHarvard Business Review Press, _c 2016
300			_axi, 181 pages ; _c25 cm
520			_aAnalytics 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.--
650		0	_aMarketing
650		0	_aMarketing
650		0	_aQuantitative research.
653			_aQuản lý chung
653			_aQuản lý tiếp thị
942			_2ddc _cBK