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Enterprise marketing management : the new science of marketing

Author: Dave Sutton; Tom Klein
Publisher: Hoboken, N.J. : J. Wiley & Sons, ©2003.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Dave Sutton; Tom Klein
ISBN: 0471267724 9780471267720
OCLC Number: 51242183
Notes: Includes index.
Description: xvi, 224 pages : illustrations, map ; 24 cm
Contents: pt. 1. Run brands as businesses, not as campaigns --
Marketing is not an art --
it is a science --
Architect your brand --
Plug marketing into the enterprise --
pt. 2. Manage your brand, not your customer --
Take ownership of the brand relationship --
Plug marketing into CRM --
Cross-marketing to cross-sell --
Use new media for brand activation --
pt. 3. Reinvent you business, not just communications --
Restructure based on brand relationships --
Measure investment performance --
Optimize marketing investments to drive.
Responsibility: Dave Sutton and Tom Klein.
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