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Enterprise Marketing Management: The New Science of Marketing Hardcover – May 2, 2003
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 Zymans 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 pathEnterprise 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. Its high time for marketing to take advantage of the billions of dollars of corporate investment in information gatheringabout 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 dosell 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."
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 CMOs handbook . . . it should be a mandatory read for all marketing executives from up-and-comers to the most senior leaders."
Consultant, Spencer Stuart
"Theres 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 Kleins Enterprise Marketing Management first, the outcome would be different."
Top customer reviews
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.