Enterprise marketing management
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Date
2003
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PART I RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS:
1. Marketing Is Not an Art—It Is a Science; 2. Architect Your Brand; 3. Plug Marketing Into the Enterprise
PART II MANAGE YOUR BRAND, NOT YOUR CUSTOMER:
4. Take Ownership of the Brand Experience; 5. Plug Marketing Into CRM; 6. Cross-Market to Cross-Sell; 7. Use New Media for Brand Activation
PART III REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS:
8. Restructure Based on Brand Experience; 9. Measure Investment Performance; 10. Optimize Marketing Investments to Drive Profitable Sales