The 12 powers of a marketing leader : how to succeed by building customer and company value / by Thomas Barta and Patrick Barwise
By: Barta, Thomas.
Contributor(s): Barwise, Patrick.Publisher: New York : McGraw Hill Education, 2017Description: vii, 228 p. ; 24 cm.ISBN: 9781259834714.Other title: The twelve powers of a marketing leader.Subject(s): Marketing | Leadership | Strategy
|Item type||Home library||Call number||Status||Date due||Barcode||Item reserves|
|Book||Australia||224 BAR 2016 (Browse shelf)||Not for loan||CA012551|
|Book||New Zealand||224 TWE (Browse shelf)||Not for loan||CA009447|
Doing marketing isn't the same as leading marketing. MOBILIZE YOUR BOSS: Tackle only big issues -- Deliver returns, no matter what -- Work only with the best. MOBILIZE YOUR COLLEAGUES: Hit the head and the heart -- Walk the halls -- You go first. MOBILIZE YOUR TEAM: Get the mix right -- Cover them in trust -- Let the outcomes speak. MOBILIZE YOURSELF: Fall in love with your world -- Know how you inspire -- Aim higher.
Identifies twelve specific marketing behaviours that drive business success. Includes psychological research insights into the leaders who drove key marketing decisions. Offers case studies.