"No matter what business you're in, marketing in the digital age presents unique challenges-and limitless opportunities. This breakthrough guide from a former McKinsey Partner and a senior London Business School marketing professor shows you how to lead the way and succeed. 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. 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 nonmarketing 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 To help you achieve these goals, the book is divided into 12 focused chapters: one for each of the 12 Powers. You'll hear firsthand accounts of marketing successes from some of the greatest marketers in the world-and gain surprising psychological insights into the leaders who drove the key decisions. You'll learn how to persuade your colleagues, motivate your team, and strengthen your leadership skills. Finally, by focusing your efforts on maximizing the "V-Zone"-the all-important common ground between corporate goals and customer needs-you'll be able to lead marketing in a way that satisfies on every count and succeeds on every level. This is how great marketing leaders build their companies, their careers, and their futures. Remember: Doing marketing isn't the same as leading marketing. With The 12 Powers of a Marketing Leader, you can lead the way with a new vision that is powerful, transformative, and ultimately life-changing. "
by Patrick M. Lencioni
by Margaret A. Neale, Thomas Z. Lys
by Raj Sisodia, Timothy Henry, Thomas Eckschmidt, Haley Rushing, Jessica Agneessens
by Patrick O'Brian
by Patrick Collinson
by Patrick McDonnell
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