Enterprise Marketing Management

Building on the principle, espoused by Sergio Zyman, (The End of Marketing As We Know It), that marketing is a science, not an art, Enterprise Marketing Management presents a practical guide for transforming marketing into a scientific discipline that leverages every resource of the enterprise to drive sales. Providing case studies from diverse companies and step-by-step methodologies, Sutton and Klein demonstrate how the discipline of enterprise marketing management can help marketers take advantage of their company’s investments in information gathering to make customer relationship management, new media, and marketing organization design, effective over the long term, as well as bring an ROI mindset to everything marketing does.