Campaign Trail
Published 3/15/2008
Author: Peter C. Verhoef, Christiaan Ph. Koenders, and Marijn Knaack
Summary
With the increasing difficulty of connecting to customers with mass marketing, interactive campaign management has become a crucial discipline in today’s business. For successful interactive campaigns, testing, small target group sizes, and the use of multi-step campaigns are key. A lack of flexibility, systematic campaign knowledge and capabilities, and the clash between marketing and sales are hurdles for successful campaign management at the organization level.
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