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ENTERPRISE MARKETING MANAGEMENT
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Thousands of books have been written to try to explain how to
go about the business of marketing. Most of them describe
in a very basic way how to use tools like advertising or promotions
or trade shows to drive your business.
This isn’t one of those books.
What has been left out of the dialogue is that most marketers
have been off on their own island for years, while the rest of the
company (and the economy) has been transformed by the information
revolution.
We have been active participants in the creative destruction
this information revolution has wrought through our client work
over the past decade. It has transformed nearly every business discipline.
We worked with the originators of reengineering, Michael Hammer
and Jim Champy, to “fundamentally rethink and radically
redesign business processes to achieve dramatic improvement”
(Reengineering the Corporation, Harper Business, 1993). These efforts
were a precursor to the implementation of enterprise resource planning
(ERP) systems that completely changed the traditional functions
of finance, operations, logistics, and human resources (HR
Dave Sutton,Tom Klein - Personal Name
1st Edition
0-471-26772-4
NONE
Makerting
English
2003
1-241
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