Top executives at the renowned Zyman Marketing Group introduce a
revolutionary new method for marketing
managers-Enterprise Marketing Management
(EMM). EMM systematically links marketing to all the essential
functions within an organization, realigning the enterprise to put
marketing efforts and customer service at its core. With an
introduction by marketing guru Sergio Zyman, Enterprise
Marketing Management covers topics such as brand
architecture, investment measurement, and how to engineer
creativity. EMM, adopted by many Z-Marketing clients, is a proven
strategy for transforming organizations and achieving bottom-line
results.

Dave Sutton (Atlanta, GA) is President/CEO of Zyman
Marketing Group. He has more than eighteen years of experience in
management and technology consulting. He is a frequent speaker on
brand strategy, marketing strategy, and e-business strategy, and
serves as President of the Strategic Leadership Forum. He is
regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the
Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman
Marketing Group. He has fifteen years of experience in strategy,
information technology, and brand marketing.

Autorentext

DAVE SUTTON is CEO of Zyman Marketing Group. He is an authority and
a frequent speaker on brand strategy, marketing strategy, and
marketing transformation, having led successful strategy and
marketing transformation engagements for Global 2000 companies
around the world. He is a former president of the Strategic
Leadership Forum and a member of the American Marketing
Association's Customer Message Management Forum.

TOM KLEIN is a Principal Consultant at Zyman Marketing Group. By
combining experience at well-known brand marketing companies such
as Nabisco and Chanel with hands-on experience in every major
information technology innovation over the past decade, he has a
unique perspective on how to enable marketing with the power of
enterprise information. He is a frequent speaker and contributor to
marketing and technology publications.

Zusammenfassung
A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers—Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results.

Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

Inhalt

Foreword: Sergio Zyman.

Introduction: Enterprise Marketing Management.

PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS.

Chapter 1. Marketing Is Not an Art--It Is a Science.

Chapter 2. Architect Your Brand.

Chapter 3. Plug Marketing Into the Enterprise.

PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER.

Chapter 4. Take Ownership of the Brand Experience.

Chapter 5. Plug Marketing Into CRM.

Chapter 6. Cross-Marketing to Cross-Sell.

Chapter 7. Use New Media for Brand Activation.