Enterprise Marketing Management: The New Science of Marketing

by Dave Sutton and Tom Klein

Book Overview

In diesem bahnbrechenden Buch stellen Spitzenf?hrungskr?fte der renommierten Zyman Marekting Group eine neue, revolution?re Methode f?r Marketing Manager vor: Enterprise Marketing Management oder kurz EMM.

EMM verbindet das Marketing systematisch mit allen wesentlichen Funktionen innerhalb einer Organisation und richtet das Unternehmen neu aus, um Absatzbem?hungen und Customer Service in den Mittelpunkt des Unternehmens zu stellen.

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• Format: Hardcover
• Language: English
• ISBN: 0471267724
• ISBN13: 9780471267720
• Release Date: May 2003
• Publisher: Wiley
• Length: 240 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.9" x 6.3" x 9.4"

Customer Reviews

The Future of Marketing

Sutton and Kline have redefined the domain of marketing. Because of this one book the discipline will never be the same. Their new discipline of enterprise marketing finally will achieve the broad reach across organizations that has been so elusive until now. Enterprise Marketing Management does even more for Chief Marketing Officers. It gives them a road map into the board room, with step-by-step directions for reclaiming their rightful place at the table.

A Formula for Success

The "Einsteins" of marketing science, Sutton & Klein take the analytical approach to marketing to a whole new level! After reading dull and boring marketing books over the years, this one truly stands out as unique. I highly recommend it.

The New Marketer's Bible

Despite the mouthful of a title, there's good stuff in here. Very plain-spoken and straightforward. It's not another story about P & G or all of those brands that everyone on the planet already knows. This is for the "rest of us" who are going to trade shows and working with distributors and selling directly to customers - not sitting in overpriced ad agency offices in New York. I bought a copy for our CEO, CMO AND our CFO.

The Real Deal

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.

Let the Revolution begin!

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.