The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value https://www.mheducation.com/cover-images/Jpeg_400-high/1259834719.jpeg 1 9781259834714 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.
The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value

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

1st Edition
By Thomas Barta and Patrick Barwise
ISBN10: 1259834719
ISBN13: 9781259834714
Copyright: 2016
09781259834714

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ISBN10: 1259834719 | ISBN13: 9781259834714

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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