Enterprise marketing management

"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

Contents

• Introduction: Enterprise Marketing Management

• Run brands as businesses, not as campaigns
  • Marketing Is Not an Art-It Is a Science
  • Architect Your Brand
  • Plug Marketing Into the Enterprise

• Manage your brand, not your customer
  • Take Ownership of the Brand Experience
  • Plug Marketing Into CRM
  • Cross-Marketing to Cross-Sell
  • Use New Media for Brand Activation

• Reinvent your business, not just communications
  • Restructure Based on Brand Experience
  • Measure Investment Performance
  • Optimize Marketing Investments to Drive Profitable Sales

• Conclusion: A New Day for Marketing

• Index