The 12 Powers of a Marketing Leader

The 12 Powers of a Marketing Leader

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Barta, Thomas | Barwise, Patrick McGraw-Hill Education, 2017
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IN THIS SUMMARY

There are seemingly endless marketing opportunities available with the advent of digital technology, social media, and direct customer communication portals. In theory, marketing leaders should be able to excel easily by accessing all the marketing power they possess, however, it seems that they only excel at doing marketing, not leading marketing. In The 12 Powers of a Marketing Leader, Thomas Barta and Patrick Barwise explore how marketing leaders can improve their companies’ marketing offerings, expand their value creation zones (V-Zones), and ensure that business performance and innovation thrive. By increasing company-wide knowledge of what marketing can achieve, marketing leaders will cement their position as valuable and innovative leaders in their companies.