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 hardcover (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 October 4, 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.
