This is truly the ideal companion book to The End of Marketing as We Know It. It is the #playbook# that allows business leaders to begin transforming their Marketing function and accelerating to realize business results by applying my principles in a systematic and logical way. This systematic and logical way has a new name: Enterprise Marketing Management INDICE PART I. RUN BRANDS AS BUSINESSES, NOT AS CAMPAIGNS. Chapter 1. Marketing Is Not an Art#It Is a Science. Chapter 2. Architect Your Brand. Chapter 3. Plug Marketing Into the Enterprise. PART II. MANAGE YOUR BRAND, NOT YOUR CUSTOMER. Chapter 4. Take Ownership of the Brand Experience. Chapter 5. Plug Marketing Into CRM. Chapter 6. Cross-Marketing to Cross-Sell. Chapter 7. Use New Media for Brand Activation. PART III. REINVENT YOUR BUSINESS, NOT JUST COMMUNICATIONS. Chapter 8. Restructure Based on Brand Experience. Chapter 9. Measure Investment Performance. Chapter 10. Optimize Marketing Investments to Drive Profitable Sales