Our Mission and Hope for the Marketing Profession

EMM Group is dedicated to providing a proven methodology for building brand equity. We want the marketing function to be as respected a discipline as finance, supply chain management and the other functions that have profit responsibilities. We do that by providing a simple, practical and complete process, integrated on the desktop of each employee and supported by software. We supplement the process with examples of content, guides, or checklists that can provide you with the accumulated wisdom of the best global corporations, so you can actually build brand equity.

Some of the content that powers our marketing process is shown in this book. Our hope is that by adopting the best practices and methods detailed in this book, corporate and marketing management will transform the marketing function, so that companies can better satisfy their loyal customers and keep the faith and confidence of their shareholders. The future of marketing and the growth of our society's economic strength depend on it.