Sutton, DaveKlein, Tom2018-11-082018-11-08200320030-471-26772-4http://196.43.179.3:8080/xmlui/handle/123456789/1010PART 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 Salesen-USBook