Enterprise Marketing Management: The New Science of Marketing

by Dave Sutton, Tom Klein

A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers— Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

240 pages, Hardcover

First published May 2, 2003

Reviews

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

Для 2023 года книга бессмысленная. Книга потерла актуальность возможно даже в тот год, когда была издана в США (2003). Я не хочу сказать, что за эти 20 лет маркетинг как-то радикально поменялся, но что сама книга как таковая потеряла актуальность, т.е. как она была написана или задумана, сделало её скоропортящимся продуктом. Наиболее веской причиной потери актуальности этой книгой я бы назвал появившихся за эти 20 лет огромное количество книг по маркетингу. Даже книга Котлера "Маркетинг Менеджмент" или "Основы маркетинга" успешно замещают эту книгу, ведь, по сути, автор предложил сокращённую (укороченную) версию стандартного университетского учебника по маркетингу. В тоже самое время тратить время на чтение учебника по маркетингу двадцатилетней давности явно не следует (если это не супер популярный учебник/книга).

Так же хотелось бы отметить, что эта книга не оправдывает своего названия, т.к. в ней нет никакого (нового) научного подхода к маркетингу. Автор взял несколько важный для маркетинга тем - брендинг, CRM, важность координации маркетинга со всеми остальными отделами компании - и расписал их в очень скучной академической манере. Я не зря упомянул классические учебные пособия по маркетингу, т.е. текст в этой книге выглядит так, как будто был либо взят из типичных учебников либо писался профессором по маркетингу. Но даже сегодня учебники по маркетингу редко пишутся таким сухим и скучным слогом.

Что касается содержания книги, то тут автор крайне поверхностен: важность бренда для успеха компании; важность чтобы все отделы компании взаимодействовали с отделом маркетинга; какие-то общие слова про CRM; принятие решения потребителем в выборе марки и так далее. В общем, всё коротко, поверхностно и излишне усложнённо.

For the year 2023, the book is meaningless. The book lost relevance perhaps even in the year it was published in the US (2003). I don't mean to say that marketing has changed radically in those 20 years, but that the book itself has lost relevance, i.e., how it was written or conceived, has made it a perishable product. The most significant reason for the loss of relevance of this book I would call the huge number of marketing books that have appeared over these 20 years. Even Kotler's book “Marketing Management” or “Fundamentals of Marketing” successfully replaces this book because the author offered a shortened version of the standard university textbook on marketing. At the same time, spending time reading a marketing textbook from twenty years ago is not a good idea (unless it's a super popular textbook/book).

I would also like to point out that this book does not justify its name, as there is no (new) scientific approach to marketing in it. The author has taken several topics important for marketing - branding, CRM, and the importance of coordinating marketing with all other departments of the company - and described them in a very boring academic manner. I mentioned classic marketing textbooks for a reason, i.e., the text in this book looks like it was either taken from typical textbooks or written by a marketing professor. But even today, marketing textbooks are rarely written in such a dry and boring way.

As for the content of the book, the author is extremely superficial: the importance of the brand for the success of the company; the importance of all departments of the company interacting with the marketing department; some general words about CRM; consumer decision-making in choosing a brand and so on. In general, everything is short, superficial, and overly complicated.

[Chad · Rating 4 out of 5]

I would recommend this book to all marketers, including C-suite professionals. This book was published in 2003, but I think the concepts that are talked about in this book are still very relevant today.

[Bjm Index]

9

[Justin Dean · Rating 3 out of 5]

A new way to think about marketing - this should change the way you run your company.