Finance Enterprise New Science Of Marketing 2 docx

Finance Enterprise New Science Of Marketing_2 docx

... all areas of thecompany.The problem today is that marketing is an island, often both lit-erally and figuratively shut off from the rest of the enterprise. Whilethe rest of the enterprise ... what on earth50 ENTERPRISE MARKETING MANAGEMENT3PLUG MARKETING INTO THE ENTERPRISE As you can see, brands stand at the center of your marketing enterprise, driving all your marketing efforts. ... discarded?PLUG MARKETING INTO THE ENTERPRISE 57 Marketing must evangelize the benefits of the brand.If you answer no to any of these questions and you want to seean example of how to better connect marketing...

Finance Enterprise New Science Of Marketing_4 pptx

... that.Consider the examples of Southwest Airlines, Enterprise Rent-A-Car, and IKEA. Each one of these companies generates a relativelyhigher level of performance (in terms of profitability) in its ... alignment takes place, or it usually doesn’t happen. 92 ENTERPRISE MARKETING MANAGEMENTBefore the age of CRM, marketing departments invested all of their time and money trying to land current and ... in the finance manager’soffice at the car dealership, trying to secure financing so that youcan drive the car of your dreams off the lot today. In the middle of the arduous process of collecting...

Finance Enterprise New Science Of Marketing_6 ppt

... fun-damental marketing objective of increasing profitability. If every1 52 ENTERPRISE MARKETING MANAGEMENTsnack that could be transported easily and traveled well in a variety of climates.That ... measurement software will let marketers see what cus-tomers are actually doing when they interact with new media. Con-136 ENTERPRISE MARKETING MANAGEMENT500400300 20 010006/ 12 6/19 6 /26 7/03 ... (3)TVRadioPrintOutdoorOnline/EmailTelemarketingIn StoreDirect SalesCall CenterDirect Marketing Attribute (2) Functional (2) Emotional (1)Functional (3)Attribute (3)Emotional (1)Emotional (2) Functional (1)Functional (2) Attribute...

Finance Enterprise New Science Of Marketing_7 pdf

... them-selves to new companies and new products. Indeed, the depressedMEASURE INVESTMENT PERFORMANCE 175Table 9.1 The New Rules of Marketing InvestmentFrom To Marketing is an expense. Marketing is ... during the first few months of the 20 01 20 02 season (due to the impact of the September 11 terroristattacks and the global recession), Aspen/Snowmass saw a downturn of only 10 to 15 percent. In ... PresentmentVendorManagement New ProductDevelopmentNetworkOperations Marketing CompanyStoresSalesFIGURE 8.8 Integrating Brand Architecture into the DailyActivities of Intouch CellCo1 72 ENTERPRISE MARKETING...

Finance Enterprise New Science Of Marketing_8 ppt

... $ 22 ,500 $ 3,750 $ 22 ,500 23 % 2 7% $ 19,000 $ 4,750 $ 9,500 13% 2 7% $ — $ — $ no cost 0% 2 7% $ 4,000 $ 1,333 $ 2, 000 1% 2 7% $ 3,000 $ 300 $ 1,500 1%11 7% $ 50,613 $ 2, 025 $ 4,601 1%4 41% ... detailed profile of the investment and, at the very least,an estimate of its possible return (see Figure 10.3). This is where the 20 0 ENTERPRISE MARKETING MANAGEMENTDevelop a profile of the investment ... the marketing organization or even in the minds of the marketing staff responsible for the details of a particular marketing investment. Making this alignment happen can go a 20 8 ENTERPRISE MARKETING...

Finance Enterprise New Science Of Marketing_9 pptx

... Enterprise marketing management (EMM) andthe new science of marketing, as a set of business appli- new rules of, 175optimizing, 198, 20 8–9profile, 13, 20 0, 20 9program, 199 20 5, 20 9strategy, 1 72 trade-offs, ... 134–38possibilities of, 133putting to work, 127 28 , 131– 32 tailoring messages with, 143–44Nielsen/NetRatings, 1 42 nonfinancial metrics, 20 1, 20 2Nucleus Research, 97OfficeMax, 36one-on-one marketing, 128 29 , ... brands, 30– 32 dimensions of, 21 24 elements of, 20 ensuring marketing investment’s alignmentwith, 194–95integrating, 161most important document in marketing plan, 24 new media context for, 127 producing...

Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons

... sprawling global enter-prises, it’s the end of the art of marketing and the beginning of the new science of marketing. Gone are the esoteric theories of marketing as a creatively driven endeavor. ... components come into play when different opportunities30 ENTERPRISE MARKETING MANAGEMENT60555045403530 25 20 15100 .22 0 .27 0. 32 0.37 0. 42 0.47%Saying Very Important Correlation between Applies ... focus of the sales force—all in support of the needs andwants of the target customers.The good news is that knowing what these systems can do foryou will help you adapt to the new science of marketing. ...

The New Science Of Enterprise Marketing Fourtoutici_4 docx

... focus on the fun-damental marketing objective of increasing profitability. If every1 52 ENTERPRISE MARKETING MANAGEMENTSTRUCTURAL ALTERNATIVESThere are a wide variety of organizational structures ... measurement software will let marketers see what cus-tomers are actually doing when they interact with new media. Con-136 ENTERPRISE MARKETING MANAGEMENT500400300 20 010006/ 12 6/19 6 /26 7/03 ... vote.Aqua received 38 percent of the vote, and pink garnered 19percent of the vote.The remaining 2 percent of the vote went to var-ious write-in colors. Beginning in August 20 02, purple was to be addedto...

The New Science Of Enterprise Marketing Fourtoutici_5 pot

... them-selves to new companies and new products. Indeed, the depressedMEASURE INVESTMENT PERFORMANCE 175Table 9.1 The New Rules of Marketing InvestmentFrom To Marketing is an expense. Marketing is ... during the first few months of the 20 01 20 02 season (due to the impact of the September 11 terroristattacks and the global recession), Aspen/Snowmass saw a downturn of only 10 to 15 percent. In ... not have the luxury of time for extended planningand program execution.The 20 01 20 02 season would mark a water-shed for the skiing industry, as Utah would be hosting the 20 02 Win-ter Olympic...

The New Science Of Enterprise Marketing Fourtoutici_7 doc

... new rules of, 175optimizing, 198, 20 8–9profile, 13, 20 0, 20 9program, 199 20 5, 20 9strategy, 1 72 trade-offs, 183 marketing knowledge, growing need to cap-ture, 21 2 marketing mixintegrating ... 134–38possibilities of, 133putting to work, 127 28 , 131– 32 tailoring messages with, 143–44Nielsen/NetRatings, 1 42 nonfinancial metrics, 20 1, 20 2Nucleus Research, 97OfficeMax, 36one-on-one marketing, 128 29 , ... brands, 30– 32 dimensions of, 21 24 elements of, 20 ensuring marketing investment’s alignmentwith, 194–95integrating, 161most important document in marketing plan, 24 new media context for, 127 producing...

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