Enterprise Marketing Management: The New Science of Marketing

Cover......Page 1
CONTENTS......Page 8
FOREWORD......Page 12
INTRODUCTION: ENTERPRISE MARKETING MANAGEMENT......Page 14
Run Brands as Businesses, Not as Campaigns......Page 18
MARKETING IS NOT AN ART IT IS A SCIENCE......Page 20
PUTTING SCIENCE IN PLAY......Page 24
RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS......Page 25
MANAGE YOUR BRAND, NOT YOUR CUSTOMER......Page 28
NOT JUST COMMUNICATIONS......Page 29
ARCHITECT YOUR BRAND......Page 33
THE ARCHITECTURE OF A BRAND......Page 36
KEY DIMENSIONS OF A BRAND ARCHITECTURE......Page 38
IN A BRAND ARCHITECTURE......Page 41
BRAND EQUITY DRIVERS......Page 43
HOW TO DEVELOP A BRAND ARCHITECTURE......Page 45
FROM BRAND TO BRAND......Page 47
HOW BRAND ARCHITECTURE IS USED......Page 49
BRANDS AS BUSINESSES......Page 50
BUILDING A BRAND ARCHITECTURE......Page 55
PLUG MARKETING INTO THE ENTERPRISE......Page 60
CONNECTING MARKETING TO SALES......Page 65
CONNECTING MARKETING TO HUMAN RESOURCES......Page 67
CONNECTING MARKETING TO OPERATIONS......Page 68
PLUG MARKETING INTO THE ENTERPRISE......Page 74
Manage Your Brand, Not Your Customer......Page 78
TAKE OWNERSHIP OF THE BRAND EXPERIENCE......Page 80
IDENTIFY NEED ( INFORM NEED)......Page 85
EVALUATE OPTIONS ( PROPOSE OPTIONS)......Page 86
BUY ( SELL)......Page 88
USE ( EDUCATE)......Page 91
OBTAIN SUPPORT ( PROVIDE SUPPORT)......Page 93
TOO MUCH INFORMATION?......Page 95
THE PATH TO A BRAND EXPERIENCE THAT SELLS......Page 96
THE COMPANY IN MARKETING  S IMAGE......Page 109
PLUG MARKETING INTO CRM......Page 112
ISN  T NEARLY ENOUGH......Page 113
THE PERILS AND PROMISE OF CRM......Page 114
CRM AND THE MARKETING GAP......Page 115
FOR EVERYBODY......Page 117
COMPETITIVE ADVANTAGE......Page 120
CUSTOMER INSIGHTS......Page 121
WITH INFLUENTIALS......Page 123
GETTING THE PAYBACK ON CRM INVESTMENTS......Page 125
THE OTHER OPTION......Page 126
IN A DIFFERENT DIRECTION......Page 127
PLUGGING MARKETING INTO CRM......Page 129
CROSS- MARKET TO CROSS- SELL......Page 131
HISTORICAL PERSPECTIVE ON CROSS- SELLING......Page 132
CRM AND CROSS- SELLING......Page 133
YOU HAVE TO CROSS- MARKET......Page 134
TECHNOLOGIES......Page 136
BREADTH AND DEPTH......Page 137
CROSS- MARKET TO CROSS- SELL......Page 140
USE NEW MEDIA FOR BRAND ACTIVATION......Page 142
GET TO KNOW THE CUSTOMER......Page 148
NEW MEDIA MAKE POSSIBLE......Page 150
HOW DO NEW MEDIA MEASURE UP?......Page 151
YOUR SECRET WEAPON......Page 155
MEDIA FOR BRAND ACTIVATION......Page 160
Reinvent Your Business, Not Just Communications......Page 164
RESTRUCTURE BASED ON BRAND EXPERIENCE......Page 166
BUSINESS MODEL DESIGN......Page 167
STRUCTURE FOLLOWS STRATEGY......Page 169
BUSINESS MODEL COMPONENTS......Page 171
BRAND EXPERIENCE BLUEPRINT ( REVISITED)......Page 173
STRUCTURAL ALTERNATIVES......Page 174
ON THE BRAND EXPERIENCE BLUEPRINT......Page 175
EXPERIENCE POSSIBILITIES......Page 176
MODEL DESIGN......Page 177
DEVELOPING A BUSINESS MODEL DESIGN BRIEF......Page 179
RESTRUCTURING BASED ON BRAND EXPERIENCE......Page 185
NEEDS TO BE MEASURED AS SUCH......Page 188
AND START INVESTING WISELY......Page 189
MAKE ROMI A RELIGION, NOT JUST A FAD......Page 193
WHAT NEEDS TO CHANGE?......Page 195
ON A DAY- TO- DAY BASIS......Page 196
OF MARKETING PROGRAMS......Page 198
LEARNING AND IMPROVING BASED ON RESULTS......Page 199
AND IN CULTURE......Page 200
ACTIVITY- BASED MARKETING ( ABM)......Page 203
OPTIMIZE MARKETING INVESTMENTS TO DRIVE PROFITABLE SALES......Page 208
THE BRAND ARCHITECTURE......Page 211
THE KEY TO SUCCESS: THINK HORIZONTALLY......Page 213
CREATING A MARKETING INVESTMENT PROGRAM......Page 216
MARKETING INVESTMENTS......Page 225
ENTERPRISE MARKETING MANAGEMENT?......Page 228
SUCCEED WITH THEIR MARKETING EFFORTS?......Page 230
INDEX......Page 236