Enterprise Marketing Management
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
Enterprise because this approach to marketing is simply too important to be left only to marketing. What could be more important to your company’s success than understanding how to use every resource, not just the traditional levers of the marketing mix, to drive your company’s sales and profits higher?
Marketing because, after all, this approach is still focused on understanding and developing a market and applying those traditional big levers of marketing, segmentation, and differentiation.
Management because this pragmatic, data-driven approach requires marketing to take more responsibility and interact much more extensively with the rest of the company. The notion of what makes up the brand simply can’t be locked up between the ears of a few people in a little department called marketing. It has to be unleashed and managed across every person who interacts on the brand’s behalf with any customer.
