TY  - BOOK
AU  - Sutton,Dave
AU  - Klein,Tom
TI  - Enterprise marketing management: the new science of marketing 
SN  - 0471267724
AV  - HF5415.13 .S992 2003
U1  - 658.8 21
PY  - 2003///]
CY  - Hoboken, N.J.
PB  - J. Wiley and Sons
KW  - Marketing
KW  - Management
N1  - Includes index; 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

N2  - 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
ER  -