Enterprise Marketing Management: The New Science of Marketing - Tapa dura

Acerca del autor

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.

De la contraportada

Enterprise Marketing Management is the manifesto for the New Science of Marketing. It gives marketing managers of any company the tools and know-how to create nothing less than a marketing revolution.

The revolution is marketing that works, marketing that sells.

Building on the principles laid out in marketing guru Sergio Zyman?s The End of Marketing as We Know It, authors Sutton and Klein lay out a clear, proven path for:

• Creating a compelling, data-driven brand positioning that is guaranteed to drive sales
• Translating your brand positioning into a brand experience to ensure that every company asset is always selling
• Putting ROI at the center of everything that marketing does

The name of this path?Enterprise Marketing Management.

Along the way, they provide the essential guide for transforming marketing into a scientific discipline and leveraging every element of the enterprise to drive sales, especially enterprise information. It?s high time for marketing to take advantage of the billions of dollars of corporate investment in information gathering?about everything from customer behavior to inventory turnover.

With detailed company examples, step-by-step methodologies, and diverse company case studies from the likes of American Express, Mars, Toshiba, and Aspen Skiing Company, Enterprise Marketing Management gives marketers everything they need to traverse and demystify the unfamiliar territory of Customer Relationship Management (how to cross-market so as to cross-sell), New Media, and even Marketing Organization Design in the pursuit of higher sales.

Finally, while in some circles it may be fashionable to talk about bringing financial discipline to marketing, few companies are actually doing it. Enterprise Marketing Management gives you what you need to know to bring an ROI mindset to everything marketing does. With the right toolsets and a scientific discipline, marketers are liberated to focus on what every marketer should want to do?sell more.

De la solapa interior

Enterprise Marketing Management is the manifesto for the New Science of Marketing. It gives marketing managers of any company the tools and know-how to create nothing less than a marketing revolution.

The revolution is marketing that works, marketing that sells.

Building on the principles laid out in marketing guru Sergio Zyman?s The End of Marketing as We Know It, authors Sutton and Klein lay out a clear, proven path for:

• Creating a compelling, data-driven brand positioning that is guaranteed to drive sales
• Translating your brand positioning into a brand experience to ensure that every company asset is always selling
• Putting ROI at the center of everything that marketing does

The name of this path?Enterprise Marketing Management.

Along the way, they provide the essential guide for transforming marketing into a scientific discipline and leveraging every element of the enterprise to drive sales, especially enterprise information. It?s high time for marketing to take advantage of the billions of dollars of corporate investment in information gathering?about everything from customer behavior to inventory turnover.

With detailed company examples, step-by-step methodologies, and diverse company case studies from the likes of American Express, Mars, Toshiba, and Aspen Skiing Company, Enterprise Marketing Management gives marketers everything they need to traverse and demystify the unfamiliar territory of Customer Relationship Management (how to cross-market so as to cross-sell), New Media, and even Marketing Organization Design in the pursuit of higher sales.

Finally, while in some circles it may be fashionable to talk about bringing financial discipline to marketing, few companies are actually doing it. Enterprise Marketing Management gives you what you need to know to bring an ROI mindset to everything marketing does. With the right toolsets and a scientific discipline, marketers are liberated to focus on what every marketer should want to do?sell more.