Enterprise Marketing Management: The New Science of Marketing
by Dave Sutton and Tom Klein
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Enterprise Marketing Management is the manifesto for the New Science of Marketing. It gives marketing managers of any company the tools and know-how to create nothing less than a marketing revolution.
The revolution is marketing that works, marketing that sells.
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"Jeff Carlisi's story is worth a book all by itself. But combine it with Dan Lipson's sound and practical business advice, and you've got a combination that's indispensable for any executive looking to make some noise of their own. Highly recommended."— Dave Sutton
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Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing-and argue that the solution lies not in what we think but in how we think.
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Branding expert Baskin plays the merry iconoclast in this witty guide that marshals the latest research and a good serving of common sense to debunk branding's many myths.
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Not only do the goals of marketing departments often fail to match those of finance, they sometimes outright conflict. The two departments speak different languages, they have no clear link, and—bottom line—the markets for customers and investors are separate.
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