000			02057cam a22003254i 4500
999			_c4007 _d4007
001			13026840
005			20210325115756.0
008			021210s2003 njuab 001 0 eng d
010			_a 2002155499
020			_a0471267724
020			_a9780471267720
040			_aEG-NcFUE _erda _cDLC _dDLC _beng
050	0	0	_aHF5415.13 _b.S992 2003
082	0	0	_a658.8 _221 _bS.D.E
100	1		_aSutton, Dave, _d1963- _915748 _eauthor
245	1	0	_aEnterprise marketing management : _bthe new science of marketing / _cDave Sutton and Tom Kleinches
264		1	_aHoboken, N.J. : _bJ. Wiley and Sons, _c[2003]
264		4	_c©2003
300			_axvi, 224 pages : _billustrations, map ; _c24 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes index.
505	0		_aForeword: 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.
520			_aTop 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.
650		0	_aMarketing _xManagement.
700	1		_aKlein, Tom, _d1965- _915750 _ejoint author
942			_cBK _2ddc