Enterprise Marketing Management

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.

• 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.PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS.Chapter 8. Restructure Based on Brand Experience.Chapter 9. Measure Investment Performance.Chapter 10. Optimize Marketing Investments to Drive Profitable Sales.Conclusion: A New Day for Marketing.Index.