The New Marketing Mission
Brand building is the heart of value creation for the 21st century corporation. The EMM Group authors have taken the mystery out of brand building and replaced it with process, metrics, and tools that any company can master. The book is designed to improve organizational and professional marketing management practices for brand value creation and enhancement. Why can these advances be adopted today? Because rapid advances in information technology now enable marketing to be engineered and measured for accountable investment in ways previously impossible. This new capability redefines the role of the marketing director in a profound way. It places him/her at the heart of the corporation's purpose-building the brand and delivering the bottom line with true accountability and the credibility not accorded the marketing function when it was perceived as an arcane art and unreliable process. This will enhance the ability if the CEO, CFO, and COO to leverage marketing to create shareholder value. Now senior management can hold marketing accountable just like other items on the P&L because real metrics will be available to evaluate its progress.
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