05585nam 2200733 450 991045314560332120200520144314.01-118-73402-51-118-73405-X(CKB)2550000001127211(EBL)1426518(SSID)ssj0001001052(PQKBManifestationID)11541189(PQKBTitleCode)TC0001001052(PQKBWorkID)10961157(PQKB)11494832(MiAaPQ)EBC1426518(DLC) 2013027943(CaSebORM)9781118734025(Au-PeEL)EBL1426518(CaPaEBR)ebr10774378(CaONFJC)MIL527875(OCoLC)852745798(EXLCZ)99255000000112721120130705h20132013 uy| 0engurunu|||||txtccrBig data marketing engage your customers more effectively and drive value /Lisa Arthur1st editionHoboken, New Jersey :John Wiley & Sons, Inc.,[2013]©20131 online resource (210 p.)Description based upon print version of record.1-118-73389-4 1-299-96624-1 Includes bibliographical references and index.Cover; Title Page; Copyright; Contents; Foreword; Acknowledgments; Introduction; Part I The Problem: How Did We Get Here?; Chapter 1 Moving Out of the Dark Ages; The Threat of Digital Disruption; The Enlightened Age of Data; Chapter 2 Why Is Marketing Antiquated?; Tactical (versus Strategic) Marketing; Manual Marketing Management; Silos of Data and Demand for Real-time Engagement; Communicating the Value of Marketing; Lack of Talent and Training; Fragmented and Often Missing Data; Chapter 3 The Data Hairball; What Is the Data Hairball?; The Data Hairball and the Customer ExperienceBlending Art and Science Integrated Marketing, Really; Data Privacy and Security; Part II Get Ready for Big Data Marketing; Chapter 4 Definitions for the Real World of Big Data Marketing; Big Data Terminology; Big Data Marketing; Integrated Marketing Management (IMM); Marketing Operations Management; Customer Interaction Management; Digital Messaging; Digital Marketing; Chapter 5 Meet the Modern Marketing Department (Michelangelo Meets Einstein); The CMO as a Change Agent; The Data Scientist; The CMO and CIO Dynamic; Part III The Five Steps to Data-Driven Marketing and Big Data InsightsChapter 6 Step One: Get Smart, Get Strategic Vision Leads to Strategy; Customer Interaction Strategy; Analytics Strategy; Data Strategy; Organizational Strategy; Technology Strategy; Chapter 7 Step Two: Tear Down the Silos; Tearing Down Silos Internal to Marketing; Tearing Down Silos between Marketing and Other Lines of Business; Developing a Strategic Framework for Synergy; New Best Friends: The CMO and the CIO; Chapter 8 Step Three: Untangle the Data Hairball; Start with Talent; Silos Can Threaten Big Data Strategy; Data Strategy; Discovering Big DataBig Data Insights Combat Churn for US Telecommunications Provider Chapter 9 Step Four: Make Metrics Your Mantra; Use Metrics to Measure Outcomes; Lessons Learned from Cost per Lead; Part I: The ROI versus ROMI Debate; Part II: The ROI versus ROMMI Debate; Metrics Are the Cornerstone of Accountability; Metrics Improve Buy-In and Alignment; Reasons for Misalignment; Chapter 10 Step Five: Process Is the New Black; Process Is One of Marketing's New Four P's; Integrated Marketing Processes Accelerate Results; Concept to Campaign to Cash; Process Innovation at a Global IT Services CompanyAgile Marketing Part IV Realizing the Value of Big Data Marketing; Chapter 11 Drive Value through Relevant Marketing; Internal Value through Integrating Marketing; External Value through Integrating Marketing; Chapter 12 The Bright, Enlightened World of Customer Experience; The People Marketing Challenge; The People Marketing Opportunity; The Mobile Marketing Challenge; The Mobile Marketing Opportunity; The Information Management Marketing Challenge; The Information Marketing Opportunity; The Big Data Marketing Challenge; The Big Data Marketing Opportunity; Notes; Resources; About the AuthorIndexLeverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world exampleMarketingManagementMarketingData processingMarketing researchStatistical methodsInternet marketingElectronic books.MarketingManagement.MarketingData processing.Marketing researchStatistical methods.Internet marketing.658.8/3Arthur Lisa950906MiAaPQMiAaPQMiAaPQBOOK9910453145603321Big data marketing2149797UNINA04286nam 2200697Ia 450 991078831670332120230803032505.00-292-74434-X10.7560/744332(CKB)3170000000060191(EBL)3443656(SSID)ssj0000835210(PQKBManifestationID)11457615(PQKBTitleCode)TC0000835210(PQKBWorkID)10989906(PQKB)10186747(OCoLC)830324097(MdBmJHUP)muse25102(Au-PeEL)EBL3443656(CaPaEBR)ebr10674471(MiAaPQ)EBC3443656(DE-B1597)588335(DE-B1597)9780292744349(EXLCZ)99317000000006019120120720d2013 uy 0engur|n|---|||||txtccrDigital ethnography[electronic resource] anthropology, narrative, and new media /by Natalie M. Underberg and Elayne Zorn1st ed.Austin University of Texas Pressc20131 online resource (127 p.)Description based upon print version of record.0-292-74433-1 Includes bibliographical references and index.""Acknowledgments""; ""Introduction""; ""1. Rethinking Culture through Multimedia Ethnography""; ""2. Florida and Peru: Experiments in Ethnographic Representation""; ""3. Digital Tools for Anthropological Analysis""; ""4. Using the Extensible Markup Language in Cultural Analysis and Presentation""; ""5. Using Features of Digital Environments to Enable Cultural Learning""; ""6. Cultural Heritage Video Game Design""; ""Conclusion: Narratives and Critical Anthropology: Roles for New Media""; ""Appendix: Guide to Web- Based Materials""; ""Glossary""; ""References Cited""; ""Index""Digital ethnography can be understood as a method for representing real-life cultures through storytelling in digital media. Enabling audiences to go beyond absorbing facts, computer-based storytelling allows for immersion in the experience of another culture. A guide for anyone in the social sciences who seeks to enrich ethnographic techniques, Digital Ethnography offers a groundbreaking approach that utilizes interactive components to simulate cultural narratives. Integrating insights from cultural anthropology, folklore, digital humanities, and digital heritage studies, this work brims with case studies that provide in-depth discussions of applied projects. Web links to multimedia examples are included as well, including projects, design documents, and other relevant materials related to the planning and execution of digital ethnography projects. In addition, new media tools such as database development and XML coding are explored and explained, bridging the literature on cyber-ethnography with inspiring examples such as blending cultural heritage with computer games. One of the few books in its field to address the digital divide among researchers, Digital Ethnography guides readers through the extraordinary potential for enrichment offered by technological resources, far from restricting research to quantitative methods usually associated with technology. The authors powerfully remind us that the study of culture is as much about affective traits of feeling and sensing as it is about cognition—an approach facilitated (not hindered) by the digital age.AnthropologyComputer network resourcesDigital mediaDigital communicationsCommunication in anthropologyDigital videoVideo recording in ethnologyAnthropologyComputer network resources.Digital media.Digital communications.Communication in anthropology.Digital video.Video recording in ethnology.301.0285Underberg Natalie M1532261Zorn Elayne1532262MiAaPQMiAaPQMiAaPQBOOK9910788316703321Digital ethnography3778355UNINA01091nam0 22003011i 450 UON0051277120231205105507.17234-09-11791-120230324d2001 |0itac50 bagerDE|||| |||||Marketing-EinführungGrundlagen, Überblick, BeispieleAlfred Kuß1. AufWiesbadenGabler2001X, 298 p.24 cmMarketingLinguaggioUONC028527FIDEWiesbadenUONL003153659Pubblicità e relazioni pubbliche21KußAlfredUONV2893540701229378GablerUONV277682650Kuss, AlfredKuß, AlfredUONV289355ITSOL20250704RICASIBA - SISTEMA BIBLIOTECARIO DI ATENEOUONSIUON00512771SIBA - SISTEMA BIBLIOTECARIO DI ATENEOSI F. Goethe 659 KUS 0798 SI 41359 5 0798 Marketing-Einführung2853588UNIOR