The 12 powers of a marketing leader : how to succeed by building customer and company value / Thomas Barta, Patrick Barwise
- 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.
- 9781259834714 (hardback ; alk. paper) and 1259834719 (hardback ; alk. paper)
- Bibliography Note:
- Includes bibliographical references (pages 207-213) and index.
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