Enterprise Marketing Management The New Science of Marketing phần 4 ppsx

... 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 ... 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 ma...

Ngày tải lên: 07/02/2013, 09:52

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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 ... 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...

Ngày tải lên: 14/08/2014, 11:21

... 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...

Ngày tải lên: 14/08/2014, 11:21