The Marketing Analytics Process

Jerry Rackley

Chapter Chapter 4 in Marketing Analytics Roadmap, 2015, pp 45-56 from Springer

Abstract: Abstract Businesses are very process driven. There are processes for sales, support, accounting, manufacturing, hiring, training, and virtually everything a business does. Even in our personal lives, we use processes constantly. Although we don’t give much thought to it, most of us probably shower the same way: lathering, rinsing and toweling off using the same sequence day after day. From the smallest tasks to the largest projects, processes are the way we get things done.

Keywords: Customer Satisfaction; Marketing Strategy; Improvement Action; Brand Equity; Marketing Organization (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-1-4842-0259-3_4

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