Barwise / Barta | The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value | Buch | 978-1-259-83471-4 | sack.de

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 236 mm, Gewicht: 459 g

Barwise / Barta

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value


Erscheinungsjahr 2016
ISBN: 978-1-259-83471-4
Verlag: McGraw-Hill Education

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 236 mm, Gewicht: 459 g

ISBN: 978-1-259-83471-4
Verlag: McGraw-Hill Education

WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER?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. Reading 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 non-marketing 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. Warning: This is not 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.

BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.

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Autoren/Hrsg.

Barwise, Patrick
Barta, Thomas

Fachgebiete

Weitere Infos & Material

Authors’ Note vii Introduction: Doing Marketing Isn’t the Same as Leading Marketing 1 SECTION I Mobilize Your Boss Power #1 Tackle Only Big Issues 17 Power #2 Deliver Returns, No Matter What 41 Power #3 Work Only with the Best 57 SECTION II Mobilize Your Colleagues Power #4 Hit the Head and the Heart 65 Power #5 Walk the Halls 73 Power #6 You Go First 85 SECTION III Mobilize Your Team Power #7 Get the Mix Right 95 Power #8 Cover Them in Trust 115 Power #9 Let the Outcomes Speak 131 SECTION IV Mobilize Yourself Power #10 Fall in Love with Your World 149 Power #11 Know How You Inspire 169 Power #12 Aim Higher 183 It’s Time for Your Launch 191 Appendix: About the Research 195 Sources 207 Acknowledgments 215 Index 219

Thomas Barta is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide. Patrick Barwise is an award-winning writer and Emeritus Professor of Management and Marketing at London Business School.

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