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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 NumberLocationAvailable
PSB lt.2 - Karya Akhir (Majalah)1
Informasi Detail
Judul Seri
Harvard Business Review
No. Panggil
-
Penerbit
United States : Harvard Business Publishing.,
Deskripsi Fisik
156 p.
Bahasa
English
ISBN/ISSN
0017-8012
Klasifikasi
NONE
Tipe Isi
text
Tipe Media
-
Tipe Pembawa
-
Edisi
July-August 2021
Subjek
Consumer research
Data processing in business enterprises
Computer software selection
Computers in marketing
Marketing software
Marketing research software
Info Detail Spesifik
Harvard Business Review
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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