Marketing and Sales Automation - Basics, Implementation, and Applications (Hardcover, 1st ed. 2023)

This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Management for Professionals
Release date:	June 2023
First published:	2024
Editors:	Uwe Hannig • Uwe Seebacher
Dimensions:	235 x 155mm (L x W)
Format:	Hardcover
Pages:	474
Edition:	1st ed. 2023
ISBN-13:	978-3-03-120039-7
Categories:	Books
LSN:	3-03-120039-X
Barcode:	9783031200397

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