Enterprise Marketing Management: The New Science of Marketing

ISBN-13: 9780471267720 / Angielski / Twarda / 2003 / 224 str.

Dave Sutton; Sergio Zyman; Tom Klein

Opis

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 how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

Spis treści

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.

O autorze

DAVE SUTTON is CEO of Zyman Marketing Group. He is an authority and a frequent speaker on brand strategy, marketing strategy, and marketing transformation, having led successful strategy and marketing transformation engagements for Global 2000 companies around the world. He is a former president of the Strategic Leadership Forum and a member of the American Marketing Association’s Customer Message Management Forum.
TOM KLEIN is a Principal Consultant at Zyman Marketing Group. By combining experience at well–known brand marketing companies such as Nabisco and Chanel with hands–on experience in every major information technology innovation over the past decade, he has a unique perspective on how to enable marketing with the power of enterprise information. He is a frequent speaker and contributor to marketing and technology publications.

Blurb

"This is truly the ideal companion book to The End of Marketing as We Know It. It is the ‘playbook’ that allows business leaders to begin transforming their Marketing function and accelerating to realize business results by applying my principles in a systematic and logical way. This systematic and logical way has a new name: Enterprise Marketing Management."
from the Foreword by Sergio Zyman

"This is a must–read, especially for senior marketers who want and deserve a seat at the table. It speaks to a key issue of marketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its role and importance in delivering business results."
Dennis Dunlap
Chief Executive Officer, American Marketing Association

"Finally, a marketing book with guts. . . . Sutton and Klein demystify the so–called ‘art’ of marketing and even chart the course beyond the traditional marketing mix, all in pursuit of higher sales."
Deborah Wahl Meyer
Corporate Manager, Marketing Communications, Toyota

"This is the closest thing to a CMO’s handbook . . . it should be a mandatory read for all marketing executives from up–and–comers to the most senior leaders."
Jerry Noonan
Consultant, Spencer Stuart

"There’s been a lot of money wasted on technology in the hopes of improving sales and marketing. If business executives and technology providers could have read Sutton and Klein’s Enterprise Marketing Management first, the outcome would be different."
Joe Liemandt
CEO, Trilogy