MARKETING MANAGEMENT ASSET (MMA)
According to Sutton and Klein (in Book: The New Science of Marketing) , even in a recession, effective marketing drives customers to businesses more frequently and persuades them to buy more products/ services for more money. Unfortunately, many shortsighted business leaders continue to insist that they cannot afford, or do not need, marketing in a slow economy. Viewing marketing as an expense, rather than an investment, they budget for marketing and fail to develop a marketing investment strategy (MIS). They are unaware of ROMI, they do not understand the need to track return on marketing assets (ROMA) , marketing assets are just as important on a balance sheet as traditional assets, and they do not have a comprehensive set of marketing investment management tactics (MIMT).
Marketing Management Asset/Portfolio
- MARKETING AUDITING & ANALYSIS CONSULTING
- MARKETING STRATEGY & DEVELOPMENT CONSULTING
- MARKETING PLANNING CONSULTING
- MARKETING IMPLEMENTATION CONSULTING
- MARKETING PERFORMANCE METRICS AND ANALYSIS CONSULTING
“Marketing is a science, not an art, Enterprise Marketing Management presents a practical guide for transforming marketing into a scientific discipline that leverages every resource of the enterprise to drive sales.” (Source: ©2003 Dave Sutton and Tom Klein).
The enterprise marketing management (EMM) helps marketers take advantage of their company’s investments in information gathering to make customer relationship management, new media, and marketing organization design, effective over the long term, as well as bring an ROI mindset to everything marketing does and enhance brand financial growth.
“Enterprise-wide information systems like … CRM can be powerful and drive a strategic advantage only if they provide a better way to deliver on the promise of your brand.” (Source: ©2003 Dave Sutton and Tom Klein).
The Author notes that the CRM initiatives that generate the greatest business results are the ones in which companies are not only just using technology to manage the customer interaction in a more efficient manner, but also using it to develop a customer-centric strategy and philosophy as well as deliver specific brand equity and competitive advantages.
It is not just about using technology to information gathering, but more about devlop a customer-centric strategy and philosophy in the whole company. It is also about transforming the raw customer usage data that most CRM and ERP systems provide into actionable customer insights, which help to get answer to follow tacticals questions: Why the sales force is selling or not selling? Why customers are buying or not buying? what can be done to attract more customers, get them to buy more, and convince them to pay more than they pay to the competition? and What customers and noncustomers are saying about their experience with the company and the brand? How can we bring customer to prefer our brand?
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(Source: Enterprise Marketing Management-The New Science of Marketing, ©2003 Dave Sutton and Tom Klein; ISBN: 0-471-26772-4 – Click here to buy this book)
- What are the benefits of effective CRM?
- Main Purpose Of using CRM: CRM focuses on building relationships with your customers
- CRM conditions & impact of organisation
- CRM Excellence & Effective Communication
- CRM Process, Features and Customer-focused …
- How CRM contributes to manage customers to meet customer’s expectations.
- CRM: Managing customers und Customers’ expectations