Enterprise Marketing Management The New Science of Marketing

Name: Enterprise Marketing Management The New Science of Marketing
Price: 3.59 USD
Availability: InStock
ISBN: 9780471267720

ISBN-10: 0471267724

ISBN-13: 9780471267720

Edition: 2003

Authors: Dave Sutton, Tom Klein, Sergio Zyman

List price: $34.95

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Description:

Executives at Zyman Marketing Group introduce a new paradigm for marketing managers: Enterprise Marketing Management (EMM). EMM systematically links marketing to all essential functions within an organization, realigning the organization to put marketing efforts and customer service at its core.

Book details

List price: $34.95
Copyright year: 2003
Publisher: John Wiley & Sons, Incorporated
Publication date: 5/21/2003
Binding: Hardcover
Pages: 224
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.990
Language: English



Foreword



Introduction: Enterprise Marketing Management



Run Brands as Businesses, Not as Campaigns



Marketing Is Not an Art--It Is a Science



Architect Your Brand



Plug Marketing Into the Enterprise



Manage Your Brand, Not Your Customer



Take Ownership of the Brand Experience



Plug Marketing Into CRM



Cross-Market to Cross-Sell



Use New Media for Brand Activation



Reinvent Your Business, Not Just Communications



Restructure Based on Brand Experience



Measure Investment Performance



Optimize Marketing Investments to Drive Profitable Sales


Conclusion: A New Day for Marketing


Index