Marketing and Sales Automation: Basics, Implementation, and Applications

Hannig, Uwe, Seebacher, Uwe

Marketing and Sales Automation: Basics, Implementation, and Applications
  • 出版商: Springer
  • 出版日期: 2024-05-04
  • 售價: $2,680
  • 貴賓價: 9.5 折 $2,546
  • 語言: 英文
  • 頁數: 472
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 303120042X
  • ISBN-13: 9783031200427
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

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.


商品描述(中文翻譯)

本書根據最新的研究和發現，闡明了關於市場營銷和銷售自動化的知識，以及如何管理項目來實施它們，選擇和實施工具，以及可以達到的結果。它還概述了未來可以期待的事情，例如企業溝通和人力資源的自動化。

主題範圍涵蓋了在應用人工智能實現預測智能的背景下創建有效的數據庫，以及在與客戶和潛在客戶溝通時，數據法規（如歐洲通用數據保護法規（GDPR））的影響，以及選擇和實施必要的IT系統的建議。專家們還報告了他們在轉換率優化（CRO）方面的經驗，並提供了有關如何優化和確保市場營銷和銷售自動化的最高投資回報率的建議和協助。特別關注的是市場營銷和銷售的結合以及客戶旅程的管理，以及客戶體驗的改善。

作者簡介

Uwe Hannig is head and academic director of the Institute for Sales and Marketing Automation (IFSMA, Germany). He is a professor of information and performance management and has many years of experience in sales and marketing in theory and practice. In 1994, Prof. Hannig was appointed Professor of Business Administration and Statistics at Ludwigshafen University of Applied Sciences (Germany), and since 2000, he has been Professor of Information and Performance Management. He has developed several MBA programs as well as certificate programs for various universities and helped establish two business schools, of which he was managing director and academic director, respectively. While still a student, Prof. Hannig founded a software services company. He was managing director and supervisory board member in several companies from different industries. In 1995, he founded the non-profit Institute for Management Information Systems e.V. (IMIS), of which he is the chairman of the board.

Uwe Seebacher is a methods and structural scientist. He holds a doctorate in economics and business administration and is Professor for Predictive Intelligence at the University of Applied Sciences Munich and Professor for Marketing and Communications at the University of Applied Sciences for Marketing and Communication at Vienna. He has more than 30 years of experience as a business angel and investor, consultant, leader but also entrepreneur in the media, manufacturing, and service industries. He is a popular key note speaker and panelist.

He has authored more than 50 books in many leading publishing houses, such as "Reengineering Corporate Communication" (Springer Cham 2022), "Assets-as-Service" (Springer Gabler 2021), "Data-driven Management" (Springer Gabler 2021), "Predictive Intelligence for Managers" (Springer 2021), "B2B Marketing Guidebook" (Springer 2021), "Marketing Resource Management" (AQPS 2021), "Leadership Development" (Linde 2006) or "Template-based Management (Springer 2020) or "European Human Resource Management" (HBM 2009).

For his innovative concepts and initiatives, e.g., with Allianz, the European Union, the Austrian Federal Economic Chamber, Bayer Leverkusen, and BASF, he received various awards, such as the Diskobolos Innovation Award of the European Chamber of Commerce and the 2016 Export Award of the Austrian Federal Economic Chamber.

作者簡介(中文翻譯)

Uwe Hannig是德國銷售和市場自動化研究所（IFSMA）的負責人和學術主任。他是一位信息和績效管理的教授，並在銷售和市場理論和實踐方面擁有多年的經驗。1994年，Hannig教授被任命為德國路德維希港應用科學大學的商業管理和統計學教授，自2000年以來，他一直擔任信息和績效管理的教授。他開發了多個MBA課程以及各種大學的證書課程，並幫助建立了兩所商學院，其中他分別擔任董事總經理和學術主任。Hannig教授在仍然是學生時創辦了一家軟件服務公司。他曾擔任多家不同行業公司的董事總經理和監事會成員。1995年，他創辦了非營利的管理信息系統研究所（IMIS），並擔任董事會主席。

Uwe Seebacher是一位方法和結構科學家。他擁有經濟學和工商管理學博士學位，是慕尼黑應用科學大學的預測智能學教授，也是維也納市場和傳播應用科學大學的市場和傳播學教授。他在媒體、製造和服務行業擁有超過30年的經驗，曾擔任商業天使和投資者、顧問、領導者和企業家。他是一位受歡迎的主題演講者和座談會成員。

他在許多領先的出版社出版了50多本書籍，例如《重新設計企業溝通》（Springer Cham 2022）、《作為服務的資產》（Springer Gabler 2021）、《數據驅動的管理》（Springer Gabler 2021）、《預測智能管理》（Springer 2021）、《B2B營銷指南》（Springer 2021）、《市場資源管理》（AQPS 2021）、《領導力發展》（Linde 2006）或《基於模板的管理》（Springer 2020）或《歐洲人力資源管理》（HBM 2009）。

由於他的創新概念和倡議，例如與安聯、歐盟、奧地利聯邦經濟商會、拜耳勒沃庫森和巴斯夫的合作，他獲得了多個獎項，例如歐洲商會的Diskobolos創新獎和奧地利聯邦經濟商會的2016年出口獎。

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