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The Martech Handbook
Build a Technology Stack to Attract and Retain Customers
Book Hero Magic crafted this summary to help describe this book. While it's new and still
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The Martech Handbook
$5999
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
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See moreCreate and manage a powerful marketing technology stack that will add value and connect all key areas of marketing, with this jargon-free and easy-to-follow guide.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
Description
Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing.
It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation, and lead management, to reporting and analysis, as well as designing and orchestrating a tech stack that brings them all together.
The Martech Handbook also explores getting buy-in, scaling martech within organisations depending on their needs, size, and budget, as well as measurement, monitoring, and governance. Written by an award-winning martech leader, it features case studies and examples from companies including General Electric, Tealium, and Iterable, alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
The Martech Handbook by Darrell Alfonso has been praised for its insightful exploration of marketing technology and operations. Reviewers commend the book for making the complex field of martech accessible to both beginners and seasoned professionals, offering a comprehensive overview that is valuable for marketing leaders and technology strategists. It is highlighted as essential reading for understanding the current and future landscape of martech, providing practical guidance for deploying effective technology strategies to enhance customer engagement and business growth.
Book Details
INFORMATION
ISBN: 9781398606449
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 August 2022
Country: United Kingdom
Imprint: Kogan Page Ltd
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Spine width: 15.0mm
Width: 155.0mm
Height: 235.0mm
Weight: 395g
Pages: 256
About the Author
Darrell Alfonso is an award-winning Martech leader with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. He was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion. He is also a marketing instructor and was previously VP of Communications at the American Marketing Association.
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