About This Book
Marketing Engineering is the discipline an organization adopts to keep its brand, products and vision in alignment across the enterprise, widen the aperture of marketing to encompass the entire company, including external partnerships, and, offer a results-driven approach that provides visibility into the effectiveness of each campaign and gives key decision makers the data and tools they need to properly manage the enterprise. Marketing Engineering provides a framework of systems, processes, and tools (infrastructure) that drive value through sales, lead generation, and the building of authority and leadership within the company’s industry.
