The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value - Couverture souple

Barta, Thomas; Barwise, Patrick

Couverture souple

ISBN 10 : 1774587750 ISBN 13 : 9781774587751

Editeur : Page Two Press, 2026

Synopsis

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.

A propos du livre

À propos des auteurs

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).

Détails de l'édition

• Éditeur: Page Two Press
• Date d'édition: 2026
• Langue: anglais
• ISBN 10: 1774587750
• ISBN 13: 9781774587751
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 244
• Coordonnées du fabricant: Manufactured by Amazon on behalf of the author; https://www.amazon.fr/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Luxembourg