... 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. ... Architecture
4
ENTERPRISE MARKETING MANAGEMENT
what are often creative exercises. It’s this discipline that is at the
heart of enterprise market...
... 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 on
our knowledge to our new clients.
Enterprise Marketing Management: The New Science of Marketing,
which has been written by two of...
... will
impact the 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 do for
you will help you adapt to the new science ... plug-
ging marketing in to the rest of the enterprise represent the right
first steps. The next piece missing from the puzzle is to take the
MA...
... 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 ... the sales and financial departments. But what on earth
50 ENTERPRISE MARKETING MANAGEMENT
3
PLUG MARKETING INTO
THE ENTERPRISE
A
s you can see, brands stand at...
... are missing either of these, then you’re, no doubt, in
trouble. The brand is at the top of the hierarchy because that’s what
66 ENTERPRISE MARKETING MANAGEMENT
answer the questions of how a customer ... to either
TAKE OWNERSHIP OF THE BRAND EXPERIENCE 69
noted that GE is in the service business. Even in the case of GE’s jet
engine production, the majority o...
... eliminate potential downtime
from machining problems.
These are, of course, hypothetical examples, but they give you an idea
of the types of hypotheses that you must develop. These hypotheses
then ... be-
tween the measured outcome for an element of the brand experience
and sales.
Hypotheses Validation
Validation of the hypotheses that will drive improvement of the brand...
... tying together disparate
elements 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 pro...
... to embrace the
power of new media, so in many cases it’s become the burial ground
for digital forms of all of the other media. It’s relegated to little
more than the library of the other media. ... measurement software will let marketers see what cus-
tomers are actually doing when they interact with new media. Con-
1 36 ENTERPRISE MARKETING MANAGEMENT
500
400
300...
... successful, all of
these groups must work together to bring the new brand position-
ing to life.
166 ENTERPRISE MARKETING MANAGEMENT
9
MEASURE INVESTMENT
PERFORMANCE
D
espite the need to rethink their ... beautiful weather—
rather than the unique features of their own resort. In short, they
were selling the category of skiing, not their own particular brand of
skiing....
... 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 ... 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
infor...