Overview

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.

Full Product Details

9781774587751

Table of Contents

Reviews

""Align your customer's needs with your company's process and you'll find yourself creating or leading a market sector. The 12 Powers of a Marketing Leader shows you how! Thomas Barta and Patrick Barwise have conducted critical primary research to produce an astounding new framework that will change the way you market your company and meet your customers' needs! The framework, derived from comprehensive new research, offers everything you need to know to be a superior market leader! Thank you, Barta and Barwise, for sharing your secrets to success!"" Marshall Goldsmith the Thinkers 50 #1 Leadership Thinker in the world ""This is the book we've all been waiting for. A masterful dissection of what it really takes to lead marketing, written in a pragmatic, compelling way that everyone can use to grow their business and further their career. In a world where the fundamentals of marketing are being challenged daily by technology, it provides a roadmap for how to lead, despite the rapidly changing context. The 12 principles identify what really matters-with insight and wisdom."" Syl Saller former Global CMO, Diageo ""A must-read for every present and future CMO who cares about making a difference"" Seth Godin author, This Is Marketing ""Marketing is key to an organization's success and The 12 Powers of a Marketing Leader provides the essential leadership playbook for the CMO of the future."" Jim Stengel former Global CMO, Procter & Gamble ""Thomas Barta and Patrick Barwise show in this thoughtful book how, by realigning their role, marketers can contribute significantly more both to their companies' success and to their own career paths. Research-based, but brought to life by human beings."" Sir Martin Sorrell founder, WPP ""A persuasive and well-researched perspective on the opportunities open to marketers to lead for change, both inside their organizations and outside. Important reading for anyone wishing to flourish in this most exciting and dynamic field of corporate life."" Paul Polman Chair, Saïd Business School, University of Oxford

Author Information

Thomas Barta is one of the world's premier experts on marketing leadership. He is a former McKinsey partner. He studies how people transform organizations-including the world's largest study, with over 67,000 executive assessments, on what makes for an impactful Chief Marketing Officer. Thomas is the co-author of the path-breaking leadership book: The 12 Powers of a Marketing Leader. He has consulted and marketed for over 20 years, in 14 industries, in 45 countries. His clients include many of the world's most prominent organizations, including over two dozen from the Fortune 500.​​ After a fast-track marketing career at Kimberly-Clark (Kleenex), Thomas joined McKinsey to help CEOs deliver profitable growth in a bigger way. As a dean of McKinsey's highest-rated program, Thomas trained more than one thousand firm leaders on making change happen without formal authority. Thomas has spoken to thousands of executives worldwide - at events for firms as diverse as Adobe, Google, IBM, SAP, and The Financial Times - about breaking silos and actualizing customer focus-in today's global, digital world.​​ Thomas is the Global Dean of the Marketing Academy CMO Fellowship and an Honorary Fellow of the Marketing Society. Patrick Barwise (patrickbarwise.com) is emeritus professor of management and marketing at London Business School. He joined LBS in 1976 after an early career at IBM. He is also former chairman of Which?, the UK's leading consumer organization, and current chairman of the Archive of Market and Social Research. His latest book, co-authored with cultural commentator Peter York, is The War Against the BBC: How an unprecedented combination of hostile forces is destroying Britain's greatest cultural institution... And why you should care (Penguin, 2020). His previous books include Television and its Audience (Sage, 1988), coauthored with Andrew Ehrenberg (LBS), which has never been out of print; Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press, 2004), coauthored with Seán Meehan (IMD, Lausanne), the first ever non-US winner of the American Marketing Association's Berry-AMA Book Prize; Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (Jossey-Bass, 2011), also coauthored with Seán Meehan; and The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value (McGraw-Hill, 2016), coauthored with former McKinsey partner Thomas Barta. He is married to the social historian and author Catherine Horwood (catherinehorwood.com).

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