Enterprise Marketing Management : The New Science of Marketing
Dave. Sutton
Bok Engelsk 2006 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2006.
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| Omfang | 1 online resource (242 p.)
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| Opplysninger | Description based upon print version of record.. - 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. - A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers-Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and
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| ISBN | 0471267724
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