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The New Science Of Enterprise Marketing Fourtoutici_1

Tiếp thị Quản lý doanh nghiệp là tuyên ngôn cho khoa học mới của tiếp thị. Nó cung cấp cho nhà quản lý tiếp thị của bất kỳ công ty các công cụ và biết làm thế nào để tạo ra không có gì ít hơn là một cuộc cách mạng tiếp thị. | PLUG MARKETING INTO THE ENTERPRISE 59 For that reason marketers must assume greater responsibility for all information technology investments. To be blunt nearly every investment that information technology makes can be made to evangelize the brand supporting sales or service interactions with customers deliver on the brand positioning perhaps providing information about where your product is before it shows up at your loading dock to deliver on the brand benefit of easy to do business with and ultimately track the results of marketing investments. Every piece of information generated by your company is important to marketers. The only way for marketing to connect to the enterprise is to seize every opportunity to drive information technology investments. Sitting on the sidelines won t work anymore. Just as marketers must consult on discussions over whether the company needs another manufacturing plant they must likewise consult on whether that next investment in information technology will help deliver on the brand positioning or give marketers greater ability to manage marketing investments. Nothing is more important to your company. PART II Manage Your Brand Not Your .