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 enterpri...
The New Science Of Enterprise Marketing Fourtoutici_4 docx
... 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 ... selling
them services, is the way that most of the product companies of the
twentieth century have rapidly transformed themselves into the
service companies...
The New Science Of Enterprise Marketing Fourtoutici_5 pot
... 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.
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 limite...
The Practice & Science Of Drawing phần 2 potx
... view.
58
59
http://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 ...
60
61
http://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 Gu...
The Practice & Science Of Drawing phần 3 potx
... good.
69
70
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http://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...
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 on
our knowledge to our new clients.
Enterprise Marketing Management: The New Science of Marketing,
which has been written by two of...
Enterprise Marketing Management The New Science of Marketing phần 2 potx
... 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...
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 earth
50 ENTERPRISE MARKETING MANAGEMENT
3
PLUG MARKETING INTO
THE ENTERPRISE
A
s you can se...
Enterprise Marketing Management The New Science of Marketing phần 4 ppsx
... 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 of...
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 hypotheses
then must be validated to determine not only whether ... 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 o...
Enterprise Marketing Management The New Science of Marketing phần 6 pot
... 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...
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 ... selling
them services, is the way that most of the product companies of the
twentieth century have rapidly transformed themselves into the
service companies...
Enterprise Marketing Management The New Science of Marketing phần 8 docx
... 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.
Developing Initial Brand Hypotheses ... invested. Is it
1 78 ENTERPRISE MARKETING MANAGEMENT
Bringing the Brand to Life at Every Customer Touch Point
With the knowledge of the most viable skier segments i...
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 mar...
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 li...
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