tailieunhanh - Enterprise Marketing Management The New Science of Marketing phần 4

Tiếp thị phải đảm bảo rằng khách hàng chọn thương hiệu của bạn tại mỗi dịp mua tiềm năng, thông qua tất cả các kênh mong muốn. Điều này có nghĩa là gì cho đầu tư? Làm thế nào để trả lời câu hỏi ageold bao nhiêu để chi tiêu cho tiếp thị? Có nhiều hơn nữa về những câu hỏi tới, | 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 .