Description

HOW TO BUILD MARKET IMPACT--AND A THRIVING MARKETING CAREER?
"Everything you need to know to be a superior market leader!"
―Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World
"A must-read for every present and future CMO who cares about making a difference."
―Seth Godin, author of All Marketers Are Liars
"The essential leadership playbook for the CMO of the future."
―Jim Stengel, former global marketing officer, Procter & Gamble
Warning: This isn't a marketing book. It's a leadership book for marketers, using the latest research on what works - and what doesn't - in marketing's digital age.

The 12 Powers of a Marketing Leader, by former McKinsey partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors - or Powers - that drive marketers' business impact and career success. Listening to it, you'll learn how to:

Mobilize your boss: Make an impact at the highest level and align marketing with the company's priorities.
Mobilize your colleagues: Inspire and motivate your nonmarketing colleagues to deliver a great customer experience.
Mobilize your team: Build and align a winning marketing team.
Mobilize yourself: Focus on goals that will benefit your customers, your company, and yourself by meeting your own needs and ambitions.

By zeroing in on the value creation zone (V-Zone) - the all-important overlap between your company's and customers' needs - you'll be able to help the business win in the market - and achieve your career goals.

EAN: 9781259834714

ISBN: 1259834719

Manufacturer: McGraw-Hill Education

Brand: McGraw-Hill Education

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