How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.
Data-Driven Marketing Strategy enables marketing students to not only comprehend metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. The holistic approach ensures that students have a complete toolkit for success. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.
Features include:
- chapters that cover the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results.
- step-by-step guidance on how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs.
- material covering the latest trends and tools in digital marketing such as the rise of customer experience (CX) as a key differentiator, in addition to ethical considerations of the use of AI and machine learning for personalization.
- best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn.
- online resources of lecturer slides and downloadable templates.
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Produkt-Hinweis
Maße
Höhe: 240 mm
Breite: 170 mm
Dicke: 15 mm
Gewicht
ISBN-13
978-1-3986-2363-7 (9781398623637)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Kamila Miller is a lecturer at Henley Business School, UK, teaching Sales and Marketing, Consumer Behaviour, and Digital Marketing. She also lectures at Oxford Brookes University on Marketing in a Digital World. Miller is also a CIM member and Communication Ambassador, actively organizing and participating in events.
Chapter - 00: Introduction - Mastering Modern Marketing;
Section - ONE: Understanding Your Customer;
Chapter - 01: Decoding Customer Insights for Targeted Campaigns;
Chapter - 02: Creating Actionable Customer Personas;
Chapter - 03: Building Effective Customer Segmentation Strategies;
Chapter - 04: Balancing Data Insights with Human Connection;
Section - TWO: Data-Driven Marketing for Maximum ROI;
Chapter - 05: Crafting Value Propositions that Convert;
Chapter - 06: Highlighting Unique Selling Points (USPs) to Stand Out;
Chapter - 07: Leveraging Data to Align Marketing with Customer Needs;
Chapter - 08: Optimizing Marketing Channels for Measurable Results;
Section - THREE: Personalization and Connection;
Chapter - 09: Tailoring Marketing Strategies for Each Customer Segment;
Chapter - 10: Using Technology to Drive Personalization at Scale;
Chapter - 11: Creating Emotional Engagement Through Storytelling;
Section - FOUR: Innovation and Adaptation;
Chapter - 12: Embracing Creativity in Marketing Strategies;
Chapter - 13: The Role of Risk-Taking in Innovation;
Chapter - 14: Continuous Refinement and Disruption;
Chapter - 15: Conclusion
