by Adele Sweetwood, Thomas H. Davenport · Harvard Business Review Press · tapa dura · ISBN 9781625278456
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«The Analytical Marketer» is the analytical marketing book by Adele Sweetwood, published by Harvard Business Review Press in hardback (208 pages).
Explains how analytics is transforming marketing departments: their structure, leadership, and relationship with IT, finance, and sales. Drawing on the author's experience leading SAS, it offers a practical guide to creating an agile, digital, data-driven organization, with examples from other companies.
Published on 4 October 2016. Foreword by Thomas H. Davenport, author of Competing on Analytics. Includes bibliographic references and index.
For marketing executives and managers seeking to guide their teams toward data-based management.
