Dieses Buch kl�rt, was man �ber Marketing und Sales Automation wissen muss, wie man Projekte zu deren Umsetzung steuert, Werkzeuge ausw�hlt und implementiert und welche Ergebnisse man erzielen kann. Zudem werden die erwartbaren Entwicklungen in der Zukunft aufgezeigt. �ber die H�lfte der Inhalte dieser zweiten Auflage wurden im Vergleich zur Vorauflage erneuert.

Das Themenspektrum spannt den Bogen von der Schaffung einer validen Datengrundlage �ber die Auswirkungen der Datenschutzgrundverordnung bei der Ansprache von Kunden und Interessenten bis hin zu Empfehlungen zur Auswahl und Implementierung der notwendigen IT-Systeme. Experten berichten von ihren Erfahrungen und geben Tipps und Hilfestellungen. Dabei wird ein besonderer Fokus auf die Verzahnung von Marketing und Vertrieb und das Management der Customer Journey sowie die Verbesserung der Customer Experience gelegt.

Der Inhalt

Digitalisierung von Marketing und Vertrieb
Status Quo und Entwicklung von Marketing und Sales Automation
Automation als Wachstumstreiber
Entwicklung von Buyer Personas
Datenschutz und rechtskonforme Marketing Automation
Roadmap zum Einsatz von Automationsl�sungen
Evaluation von Automation Tools
Lead Management Automation
Evaluierung der Touchpoint-Performance entlang der Customer Journey
Funnel Performance Management
Account-based Marketing
K�nstliche Intelligenz in Marketing und Vertrieb

Mit Beitragen von

Gerrit Ahlers, A.T. Kearney

Manfred Aull, Aull Sales Success

Jan Beco, BeConsulting

Marc Bernrath, Wendero GmbH

Prof. Dr. Nikolas Beutin, PwC Deutschland

Prof. Dr. Simone Braun, Hochschule Offenburg

Philipp Baronvon der Br�gen, leadtributor GmbH

Prof. Dr. Claudia B�nte, SRH Berlin University of Applied Sciences und Kaiserscholle GmbH

Dr. habil. Roland Burkholz, chain relations GmbH

Thomas Foell, Kommunikationsagentur wob AG

Thomas Geiger, Market Data Analyst in einem internationalen Technologiekonzern

Melanie Gipp, Adobe Deutschland

Fabienne Halb, leitet das globale Customer Relationship Management in einem internationalen Technologiekonzern

Dr. Martin Handschuh, eco2nomy GmbH

Dr. Klaus Heinzelbecker, Instituts f�r Sales und Marketing Automation

Torsten Herrmann, chain relations GmbH

Sabine Heukrodt-Bauer, Kanzlei RESMEDIA in Mainz und Berlin

Ulrich Hoffmann, ByteConsult

Alexander K�rner, b.relevant - Agile Digital Marketing Agency GmbH

Dennis Krieger, SNP Schneider-Neureither & Partner SE

Vivien Kupplmayr, Cisco Systems

Philipp Moder, Phocus Direct Communication GmbH

Steffen Oder, A.T. Kearney

Martin Philipp, SC-Networks GmbH

Andrew Sanderson, Ansaco

Norbert Schuster, Strategieberater bei strike2

Dr. Uwe Seebacher, Executive Advisor

Thorsten Sydow, SALT Solutions GmbH

Tobias Voigt, markenmut AG

Roger Voland, t-systems

Tony Vormelcher, ByteConsult

Alexander Woelke, Cloudbridge Consulting

About the Author

Prof. Dr. Uwe Hannig ist Leiter des Instituts f�r Sales und Marketing Automation (IFSMA). Der Professor f�r Information und Performance Management verf�gt �ber langj�hrige Erfahrungen in Vertrieb und Marketing in Theorie und Praxis.

Hannig studierte Betriebswirtschaftslehre an der Universit�t Mannheim. Anschlie�end promovierte er als Assistent am Marketinglehrstuhl der WHU - Otto Beisheim School of Management in Koblenz �ber die Entwicklung wettbewerbsorientierter Marketingstrategien f�r Hard- und Softwareanbieter.

1994 wurde Hannig als Professor f�r Betriebswirtschaftslehr und Statistik an die Hochschule Ludwigshafen berufen. Seit Anfang des Jahrtausends ist er Professor f�r Information und Performance Management. Er entwickelte mehrere MBA-Studieng�nge sowie Zertifikatsweiterbildungsprogramme f�r unterschiedliche Hochschulen und baute zwei Business Schools mit auf, deren Gesch�ftsf�hrer bzw. Wissenschaftlicher Leiter er war. Schon w�hrend des Studiums gr�ndete Hannig ein Softwareserviceunternehmen. Er war in mehreren Unternehmen aus unterschiedlichen Branchen Gesch�ftsf�hrer und Aufsichtsrat.

1995 gr�ndete er das gemeinn�tzige Institut f�r Managementinformationssysteme e.V. (IMIS), dessen Vorstandsvorsitzender er heute noch ist. Dar�ber hinaus ist er der akademische Leiter des Instituts f�r Sales und Marketing Automation.

Weitere Beitragsautoren:

Gerrit Ahlers, A.T. Kearney

Manfred Aull, Aull Sales Success

Jan Beco, BeConsulting

Marc Bernrath, Wendero GmbH

Prof. Dr. Nikolas Beutin, PwC Deutschland

Prof. Dr. Simone Braun, Hochschule Offenburg

Philipp Baron von der Br�gen, leadtributor GmbH

Prof. Dr. Claudia B�nte, SRH Berlin University of Applied Sciences und Kaiserscholle GmbH

Dr. habil. Roland Burkholz, chain relations GmbH

Thomas Foell, Kommunikationsagentur wob AG

Thomas Geiger, Market Data Analyst in einem internationalen Technologiekonzern

Melanie Gipp, Adobe Deutschland

Fabienne Halb, leitet das globale Customer Relationship Management in einem internationalen Technologiekonzern

Dr. Martin Handschuh, eco2nomy GmbH

Dr. Klaus Heinzelbecker, Instituts f�r Sales und Marketing Automation

Torsten Herrmann, chain relations GmbH

Sabine Heukrodt-Bauer, Kanzlei RESMEDIA in Mainz und Berlin

Ulrich Hoffmann, ByteConsult

Alexander K�rner, b.relevant - Agile Digital Marketing Agency GmbH

Dennis Krieger, SNP Schneider-Neureither & Partner SE

Vivien Kupplmayr, Cisco Systems

Philipp Moder, Phocus Direct Communication GmbH

Steffen Oder, A.T. Kearney

Martin Philipp, SC-Networks GmbH

Andrew Sanderson, Ansaco

Norbert Schuster, Strategieberater bei strike2

Dr. Uwe Seebacher, Executive Advisor

Thorsten Sydow, SALT Solutions GmbH

Tobias Voigt, markenmut AG

Roger Voland, t-systems

Tony Vormelcher, ByteConsult

Alexander Woelke, Cloudbridge Consulting

"About this title" may belong to another edition of this title.

Store Description

Brook Bookstore offers a wide selection of books with a continuously updated catalog and fast shipments all over the world. We hold distribution rights with all of the publishers we promote and are in continuous search of new interesting titles to propose to our customers. We are part of Brandon Group SRL (an Italian company) and all of the orders are shipped from Europe and USA. Depending on availability orders will be picked from our different warehouses. CONTACT US If you have any questions please do not hesitate to contact us sending a message to our store. We have a well prepared customer service team who will be happy to assist you. Our working hours are from Monday to Friday from 9:30 to 18:30 (CET, UTC +1) so messages received during the weekends might be responded with a slight delay but we guarantee you will get back to you as soon as possible. RETURNS If you want to return your order, please submit your request through Abebooks platform. Returns requests are managed case by case by our team and always in line with Abebooks policies: AbeBooks? Return Policy guarantees that you can return any book for a refund within 30 days, when the return is due to an error on the bookseller?s part. When the motive of the return is not due to an error of the seller it is up to Brook Bookstore to accept the return or else after studying the case. CANCELLATION You can send a cancellation request to our customer service team while the package has not yet been shipped. After that we cannot ensure we can retrieve the parcel but we suggest you to get in touch with us in order to verify the case. INVOICE You can request the invoice to be issued together with the shipment of the order or, at the latest, in the same month of the shipment.

Visit Seller's Storefront

Seller's business information

BRANDON GROUP S.R.L.
Via Vannella Gaetani 27, Napoli, NA, 80121, Italy

Sale & Shipping Terms

Terms of Sale

CANCELLATION
You can send a cancellation request from the order page while the package has not yet been shipped. After that we cannot ensure we can retrieve the parcel but we suggest you to get in touch with us in order to verify the case.

INVOICE
You can request the invoice to be issued together with the shipment of the order or, at the latest, in the same month of the shipment.

RETURNS
If you want to return your order, please contact us for authorization or place a request on the order page. O...

More Information

Right of withdrawal

If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.

Information regarding the right of withdrawal

Statutory right to withdraw

You have the right to withdraw from this contract within 14 days without giving any reason.

The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.

To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.

To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.

Effects of withdrawal

If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).

We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.

We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.

We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.

We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.

You shall send back the goods or hand them over to Brook Bookstore, Tribiano, Milano, Italy, without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.

Exceptions to the right of withdrawal

The right of withdrawal does not apply to:

The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.

Shipping Terms

Shipping rates from Italy to U.S.A.

Shipping rates from Italy to U.S.A.
Order quantity	20 to 25 business days	20 to 25 business days
First item	� 23.87	� 435.76

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.

Detailed Seller Information