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Enterprise Marketing Management: The New Science of Marketing Hardcover – May 2, 2003


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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (May 2, 2003)
  • Language: English
  • ISBN-10: 0471267724
  • ISBN-13: 978-0471267720
  • Product Dimensions: 6.2 x 0.9 x 9.2 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #2,550,987 in Books (See Top 100 in Books)

Editorial Reviews

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.

From the Back Cover

"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

Customer Reviews

4.1 out of 5 stars
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Most Helpful Customer Reviews

6 of 7 people found the following review helpful By Mikko Marsio on December 10, 2003
Format: Hardcover
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.
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2 of 3 people found the following review helpful By A Customer on June 19, 2003
Format: Hardcover
I've never really "got" marketing before. I'm in the tough position of being asked to do marketing without any experience. This book has the secret ingredients that are relevant to every person who is new to marketing. I didn't want to know how to do all of the marketing tactics, like ads or promotions or whatever. I needed to know how to think about setting marketing strategies so that my company can sell more. This is the book if you've got the same challenge. On a side note, despite the rather dry cover, the charts and graphs inside are very helpful (and might even show up in some of my company presentations soon).
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10 of 15 people found the following review helpful By A Customer on June 30, 2003
Format: Hardcover
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.
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2 of 3 people found the following review helpful By Philip B. Clement on June 19, 2003
Format: Hardcover
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.
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2 of 4 people found the following review helpful By A Customer on June 19, 2003
Format: Hardcover
At long last, I finally understand what marketing is supposed to be doing - not just printing brochures that sales throws away (see Chapter 4, I think). While it's easy to provide a lot of anecdotes, this book is the best "how to" guide to modern marketing that I've seen. It acknowledges the fact that not everyone has a huge advertising budget - or even an ad budget at all. B2B marketers should appreciate what's found within just as much as B2C.
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Enterprise Marketing Management: The New Science of Marketing
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