ABSTRACT
Preface Enterprise administration is the art and science of deploying all of the resources of the enterprise-its people, technology, money, and management-to achieve established objectives in the context of a continually changing environment. Marketability is the ability of the enterprise to define what enterprise administration implies for specific operations, and it is the ability to market or sell its suggestions for change or improvement to its stakeholders. Marketing is more than advertising, more than selling. It involves all activities that relate the organization to the stakeholder it efficiently must serve in order to survive. It necessarily follows that marketing decisions are the riskiest and potentially the most profitable decisions that a program manager is ever called upon to make. Hence, marketing and managing change are essential for the success of the enterprise.
