Foreword Sergio Zyman xi
Introduction: Enterprise Marketing Management xiii
PART I RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS 1
1. Marketing Is Not an Art—It Is a Science 3
2. Architect Your Brand 16
3. Plug Marketing Into the Enterprise 43
PART II MANAGE YOUR BRAND, NOT YOUR CUSTOMER 61
4. Take Ownership of the Brand Experience 63
5. Plug Marketing Into CRM 95
6. Cross-Market to Cross-Sell 114
7. Use New Media for Brand Activation 125
PART III REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS 147
8. Restructure Based on Brand Experience 149
9. Measure Investment Performance 171
10. Optimize Marketing Investments to Drive
Profitable Sales 191
Conclusion: A New Day for Marketing 211
Index 219