Enterprise marketing management : the new science of marketing / Dave Sutton and Tom Klein.
Enterprise Marketing Management is the manifesto for the New Science of Marketing. It gives marketing managers of any company the tools and know-how to create nothing less than a marketing revolution. The revolution is marketing that works, marketing that sells.
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| Format: | eBook |
| Language: | English |
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Hoboken, N.J. :
J. Wiley & Sons,
©2003.
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Table of Contents:
- Enterprise Marketing Management; CONTENTS; ACKNOWLEDGMENTS; Foreword Sergio Zyman; Introduction: Enterprise Marketing Management; PART I RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS; 1. Marketing Is Not an Art--It Is a Science; 2. Architect Your Brand; 3. Plug Marketing Into the Enterprise; PART II MANAGE YOUR BRAND, NOT YOUR CUSTOMER; 4. Take Ownership of the Brand Experience; 5. Plug Marketing Into CRM; 6. Cross-Market to Cross-Sell; 7. Use New Media for Brand Activation; PART III REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS; 8. Restructure Based on Brand Experience.
- 9. Measure Investment Performance10. Optimize Marketing Investments to Drive Profitable Sales; Conclusion: A New Day for Marketing; Index.