Enterprise marketing management : the new science of marketing / Dave Sutton and Tom Kleinches

By:

Sutton, Dave, 1963- [author]

Contributor(s):

Klein, Tom, 1965- [joint author]

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0471267724
9780471267720

Subject(s):

Marketing -- Management

DDC classification:

658.8 21 S.D.E

LOC classification:

HF5415.13 .S992 2003

Contents:

Foreword: Sergio Zyman. Introduction: Enterprise Marketing Management. PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS. Chapter 1. Marketing Is Not an Art-It Is a Science. Chapter 2. Architect Your Brand. Chapter 3. Plug Marketing Into the Enterprise. PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER. Chapter 4. Take Ownership of the Brand Experience. Chapter 5. Plug Marketing Into CRM. Chapter 6. Cross-Marketing to Cross-Sell. Chapter 7. Use New Media for Brand Activation. PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS. Chapter 8. Restructure Based on Brand Experience. Chapter 9. Measure Investment Performance. Chapter 10. Optimize Marketing Investments to Drive Profitable Sales. Conclusion: A New Day for Marketing. Index.

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

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
Books	Main library B7	COH \| COM	658.8 S.D.E (Browse shelf(Opens below))		Available	00013364
Books	Main library B7	COH \| COM	658.8 S.D.E (Browse shelf(Opens below))		Available	00011884
Books	Main library B7	COH \| COM	658.8 S.D.E (Browse shelf(Opens below))		Available	00010648
Books	Main library B7	COH \| COM	658.8 S.D.E (Browse shelf(Opens below))		Available	00007005
Books	Main library B7	COH \| COM	658.8 S.D.E (Browse shelf(Opens below))	c.5	Available	00014982

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Includes index.

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

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