| 000 | 03739nam a22005415i 4500 | ||
|---|---|---|---|
| 001 | 978-3-031-64295-1 | ||
| 003 | DE-He213 | ||
| 005 | 20251030113252.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 241031s2024 sz | s |||| 0|eng d | ||
| 020 |
_a9783031642951 _9978-3-031-64295-1 |
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| 024 | 7 |
_a10.1007/978-3-031-64295-1 _2doi |
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| 050 | 4 | _aHF5415.1265 | |
| 072 | 7 |
_aKJS _2bicssc |
|
| 072 | 7 |
_aBUS090010 _2bisacsh |
|
| 072 | 7 |
_aKJSG _2thema |
|
| 100 | 1 |
_aStrauss, Ralf. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut _986839 |
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| 245 | 1 | 0 |
_aData-Driven Customer Engagement _h[electronic resource] : _bMastering MarTech Strategies for Success / _cby Ralf Strauss. |
| 250 | _a1st ed. 2024. | ||
| 264 | 1 |
_aCham : _bSpringer Nature Switzerland : _bImprint: Springer, _c2024. |
|
| 300 |
_aXXVII, 332 p. 210 illus., 1 illus. in color. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aMarTech ... The Via Dolorosa Into Data-Driven Customer Interaction -- The Strategic Imperative ... Providing the Groundwork -- Let the MarTech Music Play ... Development Phases of the MarTech Universe -- I Go Where True (Money) Love Goes - Budgets and Market Potentials in MarTech -- Data Readiness and Data Strategies ... Without Data, You Are Just Another Person With an Opinion -- Online Data Protection According to GDPR - Or: What Is Actually (Still) Allowed? (Dr. Simon Menke) -- Measurement and KPI Optimization ... Oldie, But Goldie -- Pandora's AI Box - The AI Tsunami Is Rolling in -- CRM Meets Customer Experience - Moments of Truth for the Customer -- The New Media Imperative -- On the Way to Composability - The Changing Role of IT -- The Organisation Remains the Digital Construction Site -- Case Studies - Lessons Learned from Other Companies -- Steps Towards Marketing Tech Strategy and Implementation. | |
| 520 | _aEmbark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation. . | ||
| 650 | 0 | _aTelemarketing. | |
| 650 | 0 |
_aInternet marketing. _959122 |
|
| 650 | 0 | _aBusiness information services. | |
| 650 | 0 |
_aCommunication and traffic. _967737 |
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| 650 | 1 | 4 | _aDigital Marketing. |
| 650 | 2 | 4 | _aIT in Business. |
| 650 | 2 | 4 |
_aMedia Industries. _967740 |
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer Nature eBook | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783031642944 |
| 776 | 0 | 8 |
_iPrinted edition: _z9783031642968 |
| 776 | 0 | 8 |
_iPrinted edition: _z9783031642975 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1007/978-3-031-64295-1 |
| 912 | _aZDB-2-BUM | ||
| 912 | _aZDB-2-SXBM | ||
| 999 |
_c64617 _d64617 |
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