Accountable marketing : the economics of data-driven marketing

1. Understanding the Economics of the Marketing Continuum 2. Understanding Allowable Cost Per Order (ACPO) 3. The Importance of Customer Focus 4. Customer Relationship Management 5. The Economics of Different Direct Selling Sequences 6. Complex Products and Services: Their Special Characteristics and Economics 7. Using Incentives to Stimulate and Enhance Sales and for CRM 8. Testing and Archiving: The Foundation Stones for Marketing Improvement 9. Promotional Planning and Control 10. Strategic Planning for Accountability 11. Postscript: The Future is Accountable Marketing