THE 12 POWERS OF A MARKETING LEADER
How to Succeed by Building Company and Customer Value
What makes an effective and successful marketing leader? The authors of this groundbreaking book conducted a worldwide study with profiles of more than 68,000 business leaders—and discovered 12 essential traits that can make or break your success. The 12 Powers of a Marketing Leader is the first and only leadership book for marketers based on anything like this level of research evidence.
This is not a marketing book. It's a leadership book for marketers, using the latest research on what worksand what doesn'tin marketing's digital age. By zeroing in on the value creation zone ("V-Zone")the all-important overlap between your company's and customers' needsyou'll be able to help the business win in the marketand achieve your career goals.
Thomas Barta is an internationally recognized thought leader on marketing leadership. As a McKinsey Partner with a senior marketing background, he helped shape the strategy and define the DNA behind many Fortune 500 brands. Barta has consulted and marketed for over 20 years, in 14 industries, in 45 countries. Each year, he gives more than 40 keynotes and seminars for companies, industry associations, and universities. His clients include many of the world's most prominent companies. As a dean of McKinsey's highest-rated internal program, he trained over a thousand McKinsey leaders on driving change without authority. Barta is the leadership Dean of the global CMO Fellowship Program, a joint venture between McKinsey and the Marketing Academy. He has written for the Huffington Post, McKinsey Quarterly, and is a columnist for cmo.com, the No. 1 online magazine for marketing leaders.
Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and a Visiting Senior Fellow at the London School of Economics. He is an experienced consultant and expert witness on international commercial, tax and competition cases. His book Simply Better, co-authored with Seán Meehan, won the American Marketing Association's 2005 Berry-AMA Book Prize. Barwise's articles have appeared in the Harvard Business Review, MIT Sloan Management Review, and Financial Times.