Enterprise Marketing Management. The New Science Of Marketing by Dave Sutton, Tom Klein

Enterprise Marketing Management. The New Science Of Marketing by Dave Sutton, Tom Klein

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. Also

Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. Also He has more than eighteen years of experience in management and technology consulting. And 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. Also

Table of Contents

Foreword:  Sergio Zyman.

Introduction: Enterprise Marketing Management. Also

PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS.

Chapter 1. Marketing Is Not an Art—It Is a Science. Also

Chapter 2. Architect Your Brand. Also

Chapter 3. Plug Marketing Into the Enterprise. Also

PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER.

Chapter 4. Take Ownership of the Brand Experience. Also

Chapter 5. Plug Marketing Into CRM.

Chapter 6. Cross-Marketing to Cross-Sell. Also

Chapter 7. Use New Media for Brand Activation.

PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS.

Chapter 8. Restructure Based on Brand Experience. Also

Chapter 9. Measure Investment Performance. Also

Chapter 10. Optimize Marketing Investments to Drive Profitable Sales. Also

Conclusion: A New Day for Marketing. Also

Index.  Also

Author Information

DAVE SUTTON is CEO of Zyman Marketing Group. Also 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. Also

TOM KLEIN is a Principal Consultant at Zyman Marketing Group. Also 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. Also

The Wiley Advantage

• The founder of Zyman Marketing Group and bestselling author of The End of Marketing As We Know It, Segio Zyman has been developing his cutting-edge marketing principles for years. Also This books shows how organizations can use the ideas laid out in End of Marketing to develop more logical and effective marketing strategies. In his introduction, he calls Enterprise Marketing Management the ideal companion book to The End of Marketing As We Know It and The End of Avertising As We Know It. Also
• This book introduces students to a new science of marketing, coined Enterprise Marketing Management. Also The approach posited in this book will revolutionize the way marketing departments interact with their parent organizations, making them the integral players they ought to be in creating company image and value. This is must-read for top management looking to exercise the full potential of their marketing departments. Also

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