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Since then, Graham has worked as a technical writer, freelance magazine writer, marketing executive, and independent copywriter. Graham is widely acknowledged as an expert in B2B white papers. He has been described as “the reigning guru of white papers” by author Peter Bowerman [ 5 ] and as "the leading expert in that field" by Canadian ...
Steve Jobs's marketing skills have been credited for reviving Apple Inc. and turning it into one of the most valuable brands. [1] [2] Marketing is the act of satisfying and retaining customers. [3] It is one of the primary components of business management and commerce. [4] Marketing is typically conducted by the seller, typically a retailer or ...
For Dummies is an extensive series of instructional reference books which are intended to present non-intimidating guides for readers new to the various topics covered. The series has been a worldwide success with editions in numerous languages.
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Recent research by the Forbes CMO Practice [4] and the Marketing Accountability Standards Board [5] shows CMO are under growing pressure to show returns on rising investments in marketing assets, new media, data, analytics and technology needed to compete for digitally enabled customers. The complexity of marketing accountability has growth as ...
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Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
"Database Marketing is an interactive approach to marketing, which uses individually addressable marketing media and channels (such as E mail, telephone and the sales force): to extend help to a company's target audience; to stimulate their demand; and to stay close to them by recording and keeping an electronic database memory of the customer ...