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Marketing Automation: Practical Steps to More Effective Direct Marketing Author: Jeff LeSueur Pages: 352 pages Publisher: John Wiley & Sons Inc., 2007 ISBN 978-0-470-12542-7
Reviewed by Soroya Brantley
These days, it would be virtually impossible for a business to survive without effective marketing. As more data become available, businesses are better able to streamline their marketing strategies. While access to data is important, it is equally important to understand the data and optimize its use. In his book Marketing Automation: Practical Steps to More Effective Direct Marketing, Jeff LeSueur draws on the knowledge and experience he amassed from 13 years, combined, as director of database marketing for BMG Direct and in marketing, research and development for SAS Marketing.
Generally, marketing automation is the use of software to...