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CITATION

Barta, Thomas and Barwise, Patrick. The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value. New York: McGraw-Hill Education, 2016.

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

Authors: Thomas Barta and Patrick Barwise

Published:  September 2016 Pages: 272

eISBN: 9781259834721 | ISBN: 9781259834714
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  • Cover
  • Title Page
  • Copyright Page
  • Dedication
  • Contents
  • Authors' Note
  • Introduction: Doing Marketing Isn't the Same as Leading Marketing
  • Section I Mobilize Your Boss
  • Power #1 Tackle Only Big Issues
  • Power #2 Deliver Returns, No Matter What
  • Power #3 Work Only with the Best
  • Section II Mobilize Your Colleagues
  • Power #4 Hit the Head and the Heart
  • Power #5 Walk the Halls
  • Power #6 You Go First
  • Section III Mobilize Your Team
  • Power #7 Get the Mix Right
  • Power #8 Cover Them in Trust
  • Power #9 Let the Outcomes Speak
  • Section IV Mobilize Yourself
  • Power #10 Fall in Love with Your World
  • Power #11 Know How You Inspire
  • Power #12 Aim Higher
  • It's Time for Your Launch
  • Appendix: About the Research
  • Sources
  • Acknowledgments
  • Index
  • About the Authors