《企业市场营销管理》萨顿（英文版）Wiley - Enterprise Marketing Mana

TEAMFLYTeam-Fly®EnterpriseMarketingManagementEnterpriseMarketingManagementTheNewScienceofMarketingDaveSuttonandTomKleinJohnWiley&Sons,Inc.Copyright©2003byDaveSuttonandTomKlein.Allrightsreserved.PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.PublishedsimultaneouslyinCanada.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,scanning,orotherwise,exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyrightAct,withouteitherthepriorwrittenpermissionofthePublisher,orauthorizationthroughpaymentoftheappropriateper-copyfeetotheCopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers,MA01923,[phone],fax[phone],oronthewebataddressedtothePermissionsDepartment,JohnWiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030,[phone],fax[phone],e-mail:[e-mail]/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbesteffortsinpreparingthisbook,theymakenorepresentationsorwarrantieswithrespecttotheaccuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimpliedwarrantiesofmerchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreatedorextendedbysalesrepresentativesorwrittensalesmaterials.Theadviceandstrategiescontainedhereinmaynotbesuitableforyoursituation.Thepublisherisnotengagedinrenderingprofessionalservices,andyoushouldconsultaprofessionalwhereappropriate.Neitherthepublishernorauthorshallbeliableforanylossofprofitoranyothercommercialdamages,includingbutnotlimitedtospecial,incidental,consequential,orotherdamages.ForgeneralinformationonourotherproductsandservicespleasecontactourCustomerCareDepartmentwithintheU.S.at(800)762-2974,outsidetheUnitedStatesat(317)572-3993,orfax(317)572-4002.Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsinprintmaynotbeavailableinelectronicbooks.FormoreinformationaboutWileyproducts,visitourwebsiteat—D.S.Formyscientistgrandfather,AdmiralJohnT.Hayward,andformysalesmanfather,George.—T.K.CONTENTSForewordSergioZymanxiIntroduction:EnterpriseMarketingManagementxiiiPARTIRUNBRANDSASBUSINESSES,NOTASCAMPAIGNS11.MarketingIsNotanArt—ItIsaScience32.ArchitectYourBrand163.PlugMarketingIntotheEnterprise43PARTIIMANAGEYOURBRAND,NOTYOURCUSTOMER614.TakeOwnershipoftheBrandExperience635.PlugMarketingIntoCRM956.Cross-MarkettoCross-Sell1147.UseNewMediaforBrandActivation125PARTIIIREINVENTYOURBUSINESS,NOTJUSTCOMMUNICATIONS1478.RestructureBasedonBrandExperience1499.MeasureInvestmentPerformance17110.OptimizeMarketingInvestmentstoDriveProfitableSales191Conclusion:ANewDayforMarketing211Index219viiACKNOWLEDGMENTSThisbookistheresultofrelentlesshardworkonthepartofmanytalentedpeople.Whileconductingresearchforthebookanddevelopingcontent,wehadthepleasureofmeet-ingandworkingwithmanymarketersandhearingtheirstories—manyofwhichbecamethefoundationsforcasestudiesinthisbook:LisaGreggatAmericanExpress,TimRiestereratVentaso,andDavidPerryatAspenSkiingCompany.WewouldliketothankeveryoneatZymanMarketingGroupfortheirdedicationtobringingEnterpriseMarketingManagementtolifewithourclientsacrosstheglobe.Wewouldliketoespeciallythankthosecolleaguesthatdedicatedtheirpersonaltime,ofwhichthere’sneverenough,tothebook.They’veaddedcontent,beentheretothinkthroughnewideas,advancedtheirowntheories,andhelpedustobringitalltogether.ThankstoRicAlvarez,ArtAsh,DavidCross,LeanneFesenmeyer,LindaMichaels,MichaelSinclair,DaveSingleton,andJonStewartfortheirenergy,ideas,andgeneralpassionforgreatmarketing.And,thankstoDeniseCowdenandVedaSammyfortheircreativityandpatienceinhelpingtodevelopandorganizeboththewrittenandgraphicalcontent.Eventhoughmarketingisascience,they’vehelpedusapplyartwhereit’sneces-sarytohelpuscommunicatemoreclearly.Andfinally,evenbooksixaboutmarketingneedtobemarketed.AspecialthankstoChrisBaradelandLindaRondinellifortheirhelpinapplyingalloftheprinciplesheldwithininordertogetthisbookintoyourhands.Thankstoouragent,JimLevine,forgettingtheprojectmovingandhelpingalongthewaywithhisinsights.Also,thankstoouredi-toratWiley,AiriéStuart,forworkingwithustorefinethemanu-scriptandforkeepingtheprojectontrack.AspecialthankstoJayBusbeeforbothhiscreativityandhispatienceinlearningourbusiness,andMariePechetandJonathanBaskinforworkingcloselywithustorefineourideasandcontent.Weowebothanapologyandadebtofgratitudetonumerousfriendsandfamilymemberswhoreadourwork,gaveushonestfeedbackand,mostimportant,putupwithusduringthelongnightsandweekendswecommittedtogettingthisbookcompletedamidouralreadyhecticworkschedules.And,ofcourse,averyspecialthankstoSergioZymanforgivingustheinspirationtoputourperspectiveintoprint.Hisspiritedguid-anceandinfectiouspassionformarketinghavebeenandcontinuetobeinvaluable.xACKNOWLEDGMENTSTEAMFLYTeam-Fly®FOREWORDSergioZymanSinceIwroteTheEndofMarketingasWeKnowItafewyearsago,Ihavegrownmoreconvincedthaneverthatallo