Enterprise Marketing Management The New Science of Marketing phần 2 potx

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

... customer.From the smallest local business to 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 ... Architecture 4 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. To ... willimpact the 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...

The New Science Of Enterprise Marketing Fourtoutici_4 docx

... digital forms of all of the other media. It’s relegated to littlemore than the library of the other media. That’s like buying abrand -new Porsche and using only the CD player.There’s a lot of potential ... sellingthem services, is the way that most of the product companies of the twentieth century have rapidly transformed themselves into the service companies of the twenty-first century.USE NEW MEDIA ... positioning, all of the brand’s activities must focus on the fun-damental marketing objective of increasing profitability. If every152 ENTERPRISE MARKETING MANAGEMENT STRUCTURAL ALTERNATIVESThere are...

The New Science Of Enterprise Marketing Fourtoutici_5 pot

... beautiful weather—rather than the unique features of their own resort. In short, theywere selling the category of skiing, not their own particular brand of skiing.Developing Initial Brand Hypotheses ... entice new skiers to try Aspen/Snowmass even though it is not easily reach-able. Because of the small size of the airport serving the town of Aspen and the limited population surrounding the resort, ... brandexperience.170 ENTERPRISE MARKETING MANAGEMENT the enterprise that have accountability. The brand spans the entire enterprise, so stakeholders may end up representing many of the functional...

The Practice & Science Of Drawing phần 2 potx

... view.5859http://www.gutenberg.org/files/1 426 4/1 426 4-h/1 426 4-h.htm (24 of 147)3/9 /20 06 11:03: 42 PM The Project Gutenberg eBook of The Practice & Science Of Drawing, by Harold Speed.But even from the point of view of the true ... 6061http://www.gutenberg.org/files/1 426 4/1 426 4-h/1 426 4-h.htm (25 of 147)3/9 /20 06 11:03: 42 PM The Project Gutenberg eBook of The Practice & Science Of Drawing, by Harold Speed.extensive study." The outlines of the ... View. 62 6364http://www.gutenberg.org/files/1 426 4/1 426 4-h/1 426 4-h.htm (26 of 147)3/9 /20 06 11:03: 42 PM The Project Gutenberg eBook of The Practice & Science Of Drawing, by Harold Speed.hopeful signs in the art of the moment.V...

The Practice & Science Of Drawing phần 3 potx

... good.697071http://www.gutenberg.org/files/14264/14264-h/14264-h.htm (30 of 147 )3/ 9/2006 11: 03: 42 PM The Project Gutenberg eBook of The Practice & Science Of Drawing, by Harold Speed.And in painting, the great painters never lose sight of the fact ... must be the smallest amount of play that will allow of its working. And the more perfectly made the engine, the less will the amount of this "dither" be. The word "dither" ... IN THE DRAWING ON THE OPPOSITE PAGEhttp://www.gutenberg.org/files/14264/14264-h/14264-h.htm (35 of 147 )3/ 9/2006 11: 03: 42 PM The Project Gutenberg eBook of The Practice & Science Of Drawing, ...

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 enter-prises, it’s the end of the art of marketing and the beginning of the new science of marketing. ... pass onour 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 ... 14 78. Restructure Based on Brand Experience 14 99. Measure Investment Performance 17 1 10 . Optimize Marketing Investments to Drive Profitable Sales 19 1Conclusion: A New Day for Marketing 211 Index...

Enterprise Marketing Management The New Science of Marketing phần 2 potx

... willimpact the 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 ... plug-ging marketing in to the rest of the enterprise represent the rightfirst steps. The next piece missing from the puzzle is to take the MARKETING IS NOT AN ART—IT IS A SCIENCE 11 Cost -of- entry ... tim-ing of the return, which in turn lets you monitor both the incre-mental and the cumulative ROI for a specific marketing initiative.It offers an immediate snapshot of the validity of the marketing investment.Creatively...

Enterprise Marketing Management The New Science of Marketing phần 3 ppsx

... allows mar-keters 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 end of the year is over. You need to bring ... mar-keting and the sales and financial departments. But what on earth50 ENTERPRISE MARKETING MANAGEMENT 3 PLUG MARKETING INTO THE ENTERPRISE As you can see, brands stand at the center of your marketing enterprise, ... exclusively within the mar-keting department. They have to be shared with the rest of the company.2. Marketing has to rely on the rest of the company to helpit deliver the brand benefits and...

Enterprise Marketing Management The New Science of Marketing phần 4 ppsx

... are missing either of these, then you’re, no doubt, introuble. The brand is at the top of the hierarchy because that’s what66 ENTERPRISE MARKETING MANAGEMENT answer the questions of how a customer ... to eitherTAKE OWNERSHIP OF THE BRAND EXPERIENCE 69 noted that GE is in the service business. Even in the case of GE’s jetengine production, the majority of the profit from the sale of theseengines ... 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 obviousshortsightedness...

Enterprise Marketing Management The New Science of Marketing phần 5 pdf

... problems.These are, of course, hypothetical examples, but they give you an idea of the types of hypotheses that you must develop. These hypothesesthen must be validated to determine not only whether ... sitting 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 ... be-tween the measured outcome for an element of the brand experienceand sales.Hypotheses ValidationValidation of the hypotheses that will drive improvement of the brandexperience and result in the...

Enterprise Marketing Management The New Science of Marketing phần 6 pot

... tying together disparateelements of marketing. The new media utterly changed the science of marketing as we know it.First things first—what are new media? They are all of the tools of the electronic ... elements of the marketing mix. New media can also aid businessmarketers. While business mar-keters may have the addresses of the buyers of their products, most of them still haven’t taken the critical ... awkwardsituation. They can’t take full advantage of new media becausethey don’t actually know the names of their customers or theire-mail addresses.When the potential of one-to-one marketing became...

Enterprise Marketing Management The New Science of Marketing phần 7 ppsx

... digital forms of all of the other media. It’s relegated to littlemore than the library of the other media. That’s like buying abrand -new Porsche and using only the CD player.There’s a lot of potential ... sellingthem services, is the way that most of the product companies of the twentieth century have rapidly transformed themselves into the service companies of the twenty-first century.USE NEW MEDIA ... many years of profitablesales thereafter.Step 5: Craft the Elements of the ConversationOnce you’ve determined the proper methods of approaching eachcustomer segment, you can craft the conversation...

Enterprise Marketing Management The New Science of Marketing phần 8 docx

... beautiful weather—rather than the unique features of their own resort. In short, theywere selling the category of skiing, not their own particular brand of skiing.Developing Initial Brand Hypotheses ... invested. Is it1 78 ENTERPRISE MARKETING MANAGEMENT Bringing the Brand to Life at Every Customer Touch PointWith the knowledge of the most viable skier segments in hand, the management team developed ... successful, all of these groups must work together to bring the new brand position-ing to life.166 ENTERPRISE MARKETING MANAGEMENT 9MEASURE INVESTMENTPERFORMANCEDespite the need to rethink their...

Enterprise Marketing Management The New Science of Marketing phần 9 potx

... elements of the marketing mix and every customer touch point around the actual sale.One of the drivers of the choices of investment should be the information that you might have gathered from ... sales. The brand experience blueprint is just that—a blueprint of all of the potential customer interactions, ideally across both the cur-rent elements of the marketing mix, and all of the customer ... of every movement and every bet of everyvalued customer in all of its casinos. Harrah’s can monitor the num-ber of machines the customer plays, the number of wagers made, the average size of...

Enterprise Marketing Management The New Science of Marketing phần 10 pot

... intent, 51 The End of Advertising As We Know It (Zyman), 14 The End of Marketing As We Know It (Zyman), 3,16 enterprise marketing management. See EMM Enterprise Rent-A-Car, 103 ERP (enterprise ... closely. No marketing mix detail is too picayune for marketing s attention—whether it’s the process color of the sales brochures or the place-ment of the tag line on the package.Meanwhile, the total ... the success of the entire enterprise, and makes you get out of 216 ENTERPRISE MARKETING MANAGEMENT brand experience (Continued)extending from purchase, 132holistic view of, 69hypotheses, 89–91,...

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