Enterprise Marketing Management: The New Science of Marketing (Hardcover)

~ (Author), (Author) "Thousands of books have been written to try to explain how to go about the business of marketing..." (more)
Key Phrases: enterprise marketing management, customer purchase intent, drive purchase intent, American Express, Wells Fargo, Martha Stewart (more...)

Editorial Reviews

Product Description

"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

From the Inside Flap

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.

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Product Details

• Hardcover: 256 pages
• Publisher: Wiley; 1st edition (May 2, 2003)
• Language: English
• ISBN-10: 0471267724
• ISBN-13: 978-0471267720
• Product Dimensions: 9 x 5.9 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #163,980 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 7 people found the following review helpful:

2.0 out of 5 stars Good book for marcom professional, December 10, 2003

By	Mikko Marsio (Finland) - See all my reviews (REAL NAME)

Book has a very interesting name and for some point book does fulfill expectations but... book is too much trying to find relevance for marketing function not to explain the relevance of marketing in corporate environment...book is written in a way "marketing for dummies"... CRM is explained as a IT tool to develop internal processes with IT... brand and customers/customer relationships are separeted too much... every page has too many times word selling (push approach) not customer's buying (pull approach) So the total approach of the book in not very modern.

Book is a good starting point for a marcom professional who would like to be a marketing professional. I find the book useful to myself when I have to explain what is marketing for a production oriented person.

10 of 15 people found the following review helpful:

1.0 out of 5 stars BOR-ing, June 30, 2003

By A Customer

I really want to like this book. But I can't. It's DULL. I bought it because I saw Sergio Zyman's name on it, and I like his message and in-your-face style. In spite of their wealth of knowledge, Sutton and Klein, put me to sleep. Even the title is a snooze - a bad mistake for expert marketers.

2 of 3 people found the following review helpful:

5.0 out of 5 stars The Real Deal, June 19, 2003

By	Philip B. Clement (Chicago, Illinois USA) - See all my reviews (REAL NAME)

Having worked side by side with Dave Sutton and Tom Klein, I have seen first hand how dramatic the results can be from applying the techniques described in this book, particularly in the context of their consulting projects. This book is a remarkably detailed "how to" - particularly refreshing in a world of marketing books that like to speak broadly (and vaguely) about brand.