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Enterprise marketing management : the new science of marketing
Sutton, Dave, 1963- ; Klein, Tom, 1965-
"This is truly the ideal companion book to The End of Marketing as We Know It.It is the ćplaybook' 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 marketerswho want and deserve a seat at the table. It speaks to a key issue ofmarketing relevancy and provides some new thinking on how to integrate marketing in an organization or enterprise and, in doing so, increase its roleand 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 ćart' of marketing and even chart the course beyond the traditional marketing mix, all in pursuitof higher sales." -Deborah Wahl Meyer Corporate Manager, Marketing Communications, Toyota "This is the closest thing to a CMO's handbook . . . itshould be a mandatory read for all marketing executives from up-and-comers to the most senior leaders." -Jerry Noonan Consultant, Spencer Stuart "There'sbeen 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
Type of material - profess. monogr
Publication and manufacture - Hoboken (N.J.) : J. Wiley, cop. 2003
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