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Don’t Buy the Wrong Marketing Tech
The number of vendors offering marketing tech is exploding, but too many companies take a “bottom-up” approach to purchasing it: Rather than starting with the objective of solving a problem, they begin with what is being sold to them. As a result they waste money on hoarding data they don’t need and on “shiny new objects”—tools that seem dazzling but don’t provide real insights or work with a firm’s other technologies. The solution? Follow the three D’s: Deconstruct the customer journey into key phases and choose objectives for each, decompose the marketing strategy for the objectives into tactics, and then design how the technologies supporting those tactics will function as a system, looking for gaps and redundancies.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.2 - Karya Akhir (Majalah) | 1 |
| Penerbit | United States: Harvard Business Publishing 2021 |
|---|---|
| Edisi | July-August 2021 |
| Subjek | Consumer research Data processing in business enterprises Computer software selection Computers in marketing Marketing software Marketing research software |
| ISBN/ISSN | 0017-8012 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 156 p. |
| Info Detail Spesifik | Harvard Business Review |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |