... them-
selves to new companies and new products. Indeed, the depressed
MEASURE INVESTMENT PERFORMANCE 175
Table 9.1 The New Rules of Marketing Investment
From To
Marketing is an expense. Marketing is ... Presentment
Vendor
Management
New Product
Development
Network
Operations
Marketing
Company
Stores
Sales
FIGURE 8.8 Integrating Brand Architecture into the Daily
Activities...
... all areas of the
company.
The problem today is that marketing is an island, often both lit-
erally and figuratively shut off from the rest of the enterprise. While
the rest of the enterprise ... 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 see
an example o...
... that.
Consider the examples of Southwest Airlines, Enterprise Rent-
A-Car, and IKEA. Each one of these companies generates a relatively
higher level of performance (in terms of profitability) in its ... spe-
cific trade-offs in serving its customers. Yes, it offers low fares. But
Southwest also doesn’t have the burden of running hub operations, it
flies only one type of aircraft...
... software will let marketers see what cus-
tomers are actually doing when they interact with new media. Con-
136 ENTERPRISE MARKETING MANAGEMENT
500
400
300
200
100
0
6/12 6/19 6/26 7/ 03 7/ 10 7/ 17 ... fun-
damental marketing objective of increasing profitability. If every
152 ENTERPRISE MARKETING MANAGEMENT
snack that could be transported easily and traveled well in a var...
... 16,9 67 $ 54,834 57%
1 15% $ 90,344 $ 3,011 $ 90,344 no rev
2 4% $ 153, 878 $ 9,6 17 $ 76 ,989 154%
0 7% $ 17, 003 no qual. leads no wins no rev
0 0% $ 10,266 no qual. leads no wins no rev
0 0% $ 4 07, 941 ...
on the Marketing investment.
FIGURE 10.3 Marketing Investment Profile
been done. When you make a marketing investment, do you ask
your marketing managers to create a finan...
... from new
media, 134–35
product usage, element of brand experience,
74 76
profiling tools, 71
profitability, 177
ProfitLogix, 2 07
pull strategy, 111
purchase, element of brand experience, 71 73
purchase ... Enterprise marketing management (EMM) and
the new science of marketing, as a set of business appli-
new rules of, 175
optimizing, 198, 208–9
profile, 13, 200...
... 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. ... Architecture
4
ENTERPRISE MARKETING MANAGEMENT
what are often creative exercises. It’s this discipline that is at the
heart of enterprise marketing management (EMM)...
... software will let marketers see what cus-
tomers are actually doing when they interact with new media. Con-
136 ENTERPRISE MARKETING MANAGEMENT
500
400
300
200
100
0
6/12 6/19 6/26 7/ 03 7/ 10 7/ 17 ... convenient
138 ENTERPRISE MARKETING MANAGEMENT
HOW DO NEW MEDIA MEASURE UP?
New media have come a long way in a very short time. At its intro-
duction, the concept of “eyeb...
... them-
selves to new companies and new products. Indeed, the depressed
MEASURE INVESTMENT PERFORMANCE 175
Table 9.1 The New Rules of Marketing Investment
From To
Marketing is an expense. Marketing is ... brand
experience.
170 ENTERPRISE MARKETING MANAGEMENT
the enterprise that have accountability. The brand spans the entire
enterprise, so stakeholders may end up represen...
... from new
media, 134–35
product usage, element of brand experience,
74 76
profiling tools, 71
profitability, 177
ProfitLogix, 2 07
pull strategy, 111
purchase, element of brand experience, 71 73
purchase ... brand experi-
ence, 78 79
lack of understanding of new media,
129–30
role to build customer database over time,
132
sources of new business models, 75
typical...