The 12 powers of a marketing leader : how to succeed by building customer and company value

Barta, T and Barwise, T P (2016) The 12 powers of a marketing leader : how to succeed by building customer and company value. McGraw-Hill Education, New York. ISBN 9781259834714

Abstract

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: Mobilze 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.