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

Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons
... Enterprise Marketing Management Enterprise Marketing Management The New Science of Marketing Dave Sutton and Tom Klein John Wiley & Sons, Inc Copyright © 2003 by ... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the new science of marketing ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing...
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Finance Enterprise New Science Of Marketing_2 docx

Finance Enterprise New Science Of Marketing_2 docx
... all areas of the company TE AM FL Y The problem today is that marketing is an island, often both literally and figuratively shut off from the rest of the enterprise While the rest of the enterprise ... weaning customers off the circulars The Latest Bold Move: Kmart Trades Red for Green! Kmart is planning to change the color of its logo from red (which may be indicative of the state of its income ... features many of the same brand names, including Martha Stewart, Joe Boxer, Sesame Street, and Disney, but in the new format all of the high-end brands are positioned near the front of the store...
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Finance Enterprise New Science Of Marketing_4 pptx

Finance Enterprise New Science Of Marketing_4 pptx
... sitting in the finance manager’s office at the car dealership, trying to secure financing so that you can drive the car of your dreams off the lot today In the middle of the arduous process of collecting ... Consider the examples of Southwest Airlines, Enterprise RentA-Car, and IKEA Each one of these companies generates a relatively higher level of performance (in terms of profitability) in its respective ... This process of deconstructing the brand experience to its component parts often unleashes a lot of creative possibilities— opportunities to identify new key customers that have heretofore been...
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Finance Enterprise New Science Of Marketing_6 ppt

Finance Enterprise New Science Of Marketing_6 ppt
... excellent example of this new opportunism Before the advent of new media, GE Medical earned the lion’s share of its revenues selling products Over the past several years, the share of product revenue ... power of new media to drive traffic into your stores or, more specifically, use new media to drive incremental visits 136 ENTERPRISE MARKETING MANAGEMENT Or you might use differing levels of new ... measure the power of new media to shorten the cycle between Disney World visits, not just the sale of stuffed Winnie the Pooh dolls So how you measure these outcomes? The advantage of new media is...
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Finance Enterprise New Science Of Marketing_7 pdf

Finance Enterprise New Science Of Marketing_7 pdf
... CellCo brand Share of voice and share of market (advertising effectiveness) Customer retention rate (+15%) Total number of new customers (+500,000 accounts) Average minutes of usage per customer ... minimize the number of handoffs between various stakeholder groups Based on these groupings and the relative size of the customer segments, you can begin to determine the level of centralization ... Purchasing still takes place; customers still attach themselves to new companies and new products Indeed, the depressed Table 9.1 The New Rules of Marketing Investment From To Marketing is an expense Allocate...
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Finance Enterprise New Science Of Marketing_8 ppt

Finance Enterprise New Science Of Marketing_8 ppt
... Analysis of customer data found that the 30 percent of Harrah’s customers who spent between $100 and $500 per visit accounted for 80 percent of company revenues and almost 100 percent of profits ... current aspect of interaction across a customer touch point? Should we allow differentiation of offerings based on geography or targeted segment? All of these questions form part of the research ... combination of technology and strategic analysis.The company begins with four key pieces of information—gender, age, area of residence, and games played—and uses that information to offer early...
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Finance Enterprise New Science Of Marketing_9 pptx

Finance Enterprise New Science Of Marketing_9 pptx
... financial profiling of, 192–93 interdependence of, 198 leading to profitable brand experience, 184–86 making within brand experience blueprint, 209 INDEX new rules of, 175 optimizing, 198, 208–9 profile, ... brand experience, 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 areas of failure, marketing accounting ... Take ownership of the brand experience Plug marketing into CRM Cross-market to cross-sell Use new media for new action • Marketing as science • Marketing as an art Marketing is a science, not an...
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Enterprise Marketing Management The New Science of Marketing phần 1 ppsx

Enterprise Marketing Management The New Science of Marketing phần 1 ppsx
... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the new science of marketing ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing ... pass on our knowledge to our new clients Enterprise Marketing Management: The New Science of Marketing, which has been written by two of the senior members of Zyman Marketing Group, Dave Sutton...
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Enterprise Marketing Management The New Science of Marketing phần 2 potx

Enterprise Marketing Management The New Science of Marketing phần 2 potx
... focus of the sales force—all in support of the needs and wants of the target customers The good news is that knowing what these systems can for you will help you adapt to the new science of marketing ... architecture and plugging marketing in to the rest of the enterprise represent the right first steps The next piece missing from the puzzle is to take the 12 ENTERPRISE MARKETING MANAGEMENT value proposition ... timing of the return, which in turn lets you monitor both the incremental and the cumulative ROI for a specific marketing initiative It offers an immediate snapshot of the validity of the marketing...
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Enterprise Marketing Management The New Science of Marketing phần 3 ppsx

Enterprise Marketing Management The New Science of Marketing phần 3 ppsx
... Knowing the specific results of marketing efforts allows marketers to correct their course along the way The old practice of rolling the dice at the start of the year and measuring the results at the ... remain exclusively within the marketing department They have to be shared with the rest of the company Marketing has to rely on the rest of the company to help it deliver the brand benefits and ... unless marketing participates in the effort And the time for that to happen is now Now is the chance for marketing to ride to the rescue Now is the time to plug marketing in to these enterprise...
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Enterprise Marketing Management The New Science of Marketing phần 4 ppsx

Enterprise Marketing Management The New Science of Marketing phần 4 ppsx
... technology tend to be the Hatfields and McCoys of the enterprise, seeing eye to eye 63 64 ENTERPRISE MARKETING MANAGEMENT only long enough to stare one another down Marketing professionals are reluctant ... organized Despite the best efforts of FIGURE 4. 1 Defining the Brand Experience 66 ENTERPRISE MARKETING MANAGEMENT companies to reengineer the way they interact with their customers, they’re still ... companies fumble the ball Flush with the success of the sale, they lose sight of the fact that their job is not done just because the customer has signed on the dotted line Aside from the obvious...
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Enterprise Marketing Management The New Science of Marketing phần 5 pdf

Enterprise Marketing Management The New Science of Marketing phần 5 pdf
... These are, of course, hypothetical examples, but they give you an idea of the types of hypotheses that you must develop These hypotheses then must be validated to determine not only whether they ... Also, they’re the ones that have to create the big displays at the end of the grocery aisle, with packages of Oreos stacked to the ceiling Let’s not forget the customer (distinct from the consumer)—in ... finance manager’s office at the car dealership, trying to secure financing so that you can drive the car of your dreams off the lot today In the middle of the arduous process of collecting information...
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Enterprise Marketing Management The New Science of Marketing phần 6 pot

Enterprise Marketing Management The New Science of Marketing phần 6 pot
... have the addresses of the buyers of their products, most of them still haven’t taken the critical step of creating a profile, centered on an e-mail address, of all of the potential players in the ... engender the development of a superb new marketing tool for managing a brand experience and tying together disparate elements of marketing The new media utterly changed the science of marketing ... full advantage of new media because they don’t actually know the names of their customers or their e-mail addresses When the potential of one-to-one marketing became apparent, the traditional...
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Enterprise Marketing Management The New Science of Marketing phần 7 ppsx

Enterprise Marketing Management The New Science of Marketing phần 7 ppsx
... digital forms of all of the other media It’s relegated to little more than the library of the other media That’s like buying a brand -new Porsche and using only the CD player There’s a lot of potential ... in the enterprise must understand their role as a marketer, and marketing must understand 156 ENTERPRISE MARKETING MANAGEMENT every facet of the enterprise Your business model must have the marketing ... doing when they interact with new media ConTop Page Hits 500 400 Visits 300 200 100 6/12 6/19 6/26 7/ 03 7/ 10 7/ 17 7/24 7/ 31 8/ 07 8/14 8/21 8/28 Employment/ Company/ Home.htm FIGURE 7. 1 The Meaninglessness...
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