The 12 Powers of a Marketing Leader: How t...

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Beschreibung

HOW TO SUCCEED AS A MARKETING LEADER IN TODAY'S GLOBAL, DIGITAL WORLD.

What makes an effective and successful marketing leader? The authors of this groundbreaking book conducted a worldwide study with profiles of more than 68,000 business leaders--and discovered 12 essential traits that can make or break your success.

The 12 Powers of a Marketing Leader is the first and only leadership book for marketers based on anything like this level of research evidence.

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 colleagues to act on your ideas.

MOBILIZE YOUR TEAM:
Build and hone a winning marketing team.

MOBILIZE YOURSELF:
Focus on goals that will benefit your customer, company, and long-term career.

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. 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.

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

HOW TO SUCCEED AS A MARKETING LEADER IN TODAY'S GLOBAL, DIGITAL WORLD.

The 12 Powers of a Marketing Leader is the first and only leadership book for marketers based on anything like this level of research evidence.

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 colleagues to act on your ideas.

MOBILIZE YOUR TEAM:
Build and hone a winning marketing team.

MOBILIZE YOURSELF:
Focus on goals that will benefit your customer, company, and long-term career.

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

Über den Autor

Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world's most prominent companies. As a dean of McKinsey's highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for [...], the No. 1 online magazine for marketing leaders. Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association's 2005 Berry-AMA Book Prize. Barwise's articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.

Inhaltsverzeichnis

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

Index 219

Details

Erscheinungsjahr:	2016
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Seiten:	240
Inhalt:	Gebunden
ISBN-13:	9781259834714
ISBN-10:	1259834719
Sprache:	Englisch
Einband:	Gebunden
Autor:	Barwise, Patrick Barta, Thomas
Hersteller:	McGraw-Hill Education
Maße:	236 x 156 x 30 mm
Von/Mit:	Patrick Barwise (u. a.)
Erscheinungsdatum:	16.10.2016
Gewicht:	0,459 kg

preigu-id: 103897395