Marketing Automation: Practical Steps to More Effective Direct...

Features

• Cover Type: Hard Cover with 368 pages
• Published by: Wiley August 31, 2007
• Written in: English
• ISBN 10 Number: 047012542X
• ISBN 13 Number: 978-0470125427
• Book Dimensions: 9.1 x 6.2 x 1.3 inches
• Weighs: 1.4 pounds

Reader Reviews
If you are the CMO of a Fortune 2000 company that sells B2C, then this is the book for you. Otherwise, I would advise you to pass on this book. This is old school marketing with the majority of the book focused on marketing financials and out-dated database marketing. This total internal focus totally ignores the seismic shifts in internet customer buying behavior (influenced by Web 2.0) and new technology for integrated multi-step interactive marketing automation. In fact, what Mr. LeSueur calls Marketing Automation I would call Marketing Resource Management - managing internal resources and data to do old school data-base marketing. Even his examples of marketing automation systems are old enterprise software companies, none of which offer internet software-as-a-service solutions. If you look at Forrester Research for Marketing Automation Vendors, neither one of the vendors showcased in this book even show up on the quadrant. Interactive Marketing Automation has been around since 1993 (Rogers and Peppers) so there is no excuse for this type of antiquated thinking. How do you write a book with a subtitle "Practical Steps to More Effective Direct Marketing" and totally ignore all the significant Web 2.0 changes to the internet, as well as the inexpensive automation technologies that allow you to interact with your buyer to gather deep insight into their needs and preferences. Save the thirty bucks and buy High Performance Interactive Marketing, by Christopher Ryan. High-Performance Interactive Marketing Comment | | (Report this)