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· 제목 : Enterprise Marketing Management: The New Science of Marketing (Hardcover) (The New Science of Marketing)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780471267720
· 쪽수 : 224쪽
· 출판일 : 2003-05-21
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780471267720
· 쪽수 : 224쪽
· 출판일 : 2003-05-21
목차
Foreword: Sergio Zyman.
Introduction: Enterprise Marketing Management.
PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS.
Chapter 1. Marketing Is Not an Art—It Is a Science.
Chapter 2. Architect Your Brand.
Chapter 3. Plug Marketing Into the Enterprise.
PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER.
Chapter 4. Take Ownership of the Brand Experience.
Chapter 5. Plug Marketing Into CRM.
Chapter 6. Cross-Marketing to Cross-Sell.
Chapter 7. Use New Media for Brand Activation.
PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS.
Chapter 8. Restructure Based on Brand Experience.
Chapter 9. Measure Investment Performance.
Chapter 10. Optimize Marketing Investments to Drive Profitable Sales.
Conclusion: A New Day for Marketing.
Index.
