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The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value Hardcover – 16 Oct 2016
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From the Back Cover
"Align your customer's needs with your company's process and you'll find yourself creating or leading a market sector. The 12 Powers of a Marketing Leader shows you how! Barta and Barwise have conducted critical primary research to produce an astounding new framework that will change the way you market your company and meet your customers' needs! The framework, derived from comprehensive new research, offers everything you need to know to be a superior market leader! Thank you, Barta and Barwise, for sharing your secrets to success!"
--Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World
"This is the book we've all been waiting for. A masterful dissection of what it really takes to lead marketing, written in a pragmatic, compelling way that everyone can use to grow their business and further their career. In a world where the fundamen- tals of marketing are being challenged daily by technology, it provides a roadmap for how to lead, despite the rapidly changing context. The 12 principles identify what really matters--with insight and wisdom."
--Syl Saller, Global CMO, Diageo, Marketing Society Leader of the Year 2015
"A must-read for every present and future CMO who cares about making a difference."
--Seth Godin, author of All Marketers Are Liars
"Barta and Barwise show in this thoughtful book how, by realigning their role, marketers can contribute significantly more both to their companies' success and to their own career paths. Research-based, but brought to life by human beings."
--Sir Martin Sorrell, founder and CEO, WPP
"A persuasive and well-researched perspective on the opportunities open to mar- keters to lead for change, both inside their organizations and outside. Important reading for anyone wishing to flourish in this most exciting and dynamic field of corporate life."
--Paul Polman, CEO, Unilever
"Stuffed full of sound analysis, crucial career advice, and fascinating case studies-- this is an effortless must-read for the ambitious marketer."
--Gavin Patterson, CEO, BT
--Dominic Barton, global managing director, McKinsey & Company
"I've always been convinced that marketing leaders need unique skills to be effec- tive and make the greatest difference. Hurrah for Barta and Barwise who have quantified great marketing leadership and show some great, simple, and clear ways for achieving it. This is a hugely valuable, numbers-based book of practical advice. I only wish I had been able to read it a good few years ago!"
--Amanda Mackenzie, global CMO, Aviva
"Marketing is key to an organization's success and The 12 Powers of a Marketing Leader provides the essential leadership playbook for the CMO of the future."
--Jim Stengel, former global marketing officer, Procter & Gamble
"The 12 Powers of a Marketing Leader singles out the number one factor for CMO success: leadership! Packed with research-based insights and enlightening stories, it's the leadership book for twenty-first-century marketers."
--Katie Vanneck-Smith, chief customer officer, Global Managing Director International, Dow Jones
"This research-based, yet superbly practical book provides immediate and action- able insights on one of the most challenging boundaries to span--the one between corporate goals and customers. I encourage you to read this book and get into the "V-Zone!"
--Chris Ernst, PhD, author of Boundary Spanning Leadership, global head, Learning, Leadership & Organization Development, Bill & Melinda Gates Foundation
"The 12 Powers of a Marketing Leader is a must-read for any marketing leader, with a clear blueprint that will take any marketer's career to the next level and far beyond. Barta and Barwise have written a highly accessible book that's engaging, informa- tive, and motivating!"
--Barbara Messing, CMO, TripAdvisor
"Barta and Barwise have a unique ability to find and illuminate the essential in mar- keting. The 12 Powers of a Marketing Leader offers invaluable insights and advice on a blindingly important--but rarely talked about--marketing topic: how to achieve marketing success within the organization. It will help any marketer become a true marketing leader."
--Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
"A truly insightful guide to how good marketing executives can become outstand- ing leaders and enhance the value of marketing within their organizations."
--Joan Kaloustian, managing director Corporate Marketing, MUFG Union Bank
"Here, at last, is the must-read book for marketers. If you have a cause to promote, an ambition to lead, and a desire to perform on the main stage, not from the wings, pursue the practical guidance in these pages and a permanent seat at the top table, if not at its head, will be yours."
--Richard Hytner, author, Consiglieri: Leading from the Shadows, founder, beta baboon, former DY Chairman, Saatchi & Saatchi Worldwide
"Barta and Barwise lay out a clear and compelling roadmap for helping marketing practitioners become high-impact enterprise leaders. Their success model is deeply grounded in data and experience and provides a framework that works within the ever-changing world of modern marketing."
--Peter Horst, CMO, The Hershey Company
"This book rejects the 'one leader fits anywhere' mentality, and makes a powerful case that leadership practices are ideally tailored to a specific functional area-- such as marketing. By meshing relevant research along with personal experience, the authors also make a compelling and incisive argument that leading a group of marketing professionals differs dramatically from being a consummate practitioner."
--Jack Zenger, CEO of Zenger Folkman and best-selling co-author of The Extraordinary Leader
"The first evidence-based toolset to 'lead marketing.' A must-read for anyone who is serious about leading--not just doing--marketing."
--Bernie Jaworski, Drucker Chair in Management and the Liberal Arts, Drucker School of Management
"Great marketing leadership is a vital part of driving business growth. This book gets under the skin of what makes a great marketing leader with vital, practical les- sons which can be applied to help anyone focus toward future career success."
--Peter Markey, CMO, Post Office
"The world needed a book that could show the power of combining leadership and marketing skills. This might just become the 'bible' for marketing leaders."
--Sherilyn Shackell, founder & CEO of The Marketing Academy
About the Author
<P class=MsoNormal style="MARGIN: 0in 0in 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="COLOR: black">Thomas Barta</SPAN><SPAN style="COLOR: black"> is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming <I style="mso-bidi-font-style: normal">the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide.<?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" ><o:p></o:p></SPAN><P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="COLOR: black"><o:p> </o:p></SPAN><P class=MsoNormal style="MARGIN: 0in 0in 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="COLOR: black; mso-fareast-font-family: Cambria">Patrick Barwise</SPAN><SPAN style="COLOR: black; mso-fareast-font-family: Cambria"> is an award-winning writer and </SPAN><SPAN style="mso-fareast-language: JA">Emeritus Professor of Management and Marketing at London Business School</SPAN><SPAN style="COLOR: black; mso-fareast-font-family: Cambria">.<o:p></o:p></SPAN>
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I've been in the office for one day since reading this book and already found a couple of instances where the advice of the book has been useful.
As there's nothing quite like this on the market for the modern day marketer, I'd say this is a pretty core read for any new age marketer.
The behavioural types are focussing on the big issues, creating leaders rather than followers, acting as a proactive rather than reactive guide. The authors reportedly have done a lot of groundwork, pulling in research from collaborative partners who looked at over 68,000 executives in 120 different countries, and added to this is real-world advice from some of the world’s top CEOs and CMOs for good measure.
There is a lot of material to digest. This is a book you should set aside time to enjoy, just like a fine wine, rather than rush through it during a commute or when you have a few minutes’ downtime here and there. Low on hyperbole and high on quality advice and observation, this was a worthy book on many levels. It shows, for those who don’t believe it, that marketing is an essential evil that can deliver a lot to the company. It should not be viewed as a silo-based activity and neither should its practitioners be side-lined into a narrow vertical area of responsibility. If used correctly, marketing people may even be better-placed to spread their corporate wings and take a much wider, even more responsible position within their company.
This may be one of those books that you ignore at your peril! This is not a marketing book per se, it is a leadership book for marketers. It may feel a bit heavy-going but perhaps deservedly so and the information being offered is worth it. It is also something that you may need on your bookshelf and it shouldn’t be kept in “virgin, unread” condition either. Not if you want to progress further, in any case!
They concentrate on three “truths” that serve as a foundation for the recommendations they offer:
1. “Your power lies in the space where customer and company needs overlap: the Value Creation Zone [V-Zone].”
2. “Success in marketing is about mastering the ‘The 12 Powers of a Marketing Leader.’”
3. “You weren’t born a marketing leader. You must become one.”
The twelve powers are best revealed within the narrative, in context. Barta and Barwise briefly discuss them in the Introduction (Table I.1, Pages 7-8) and devote a separate chapter to each. In the Introduction, they also include a brief profile-test assessment exercise. “You can take a more complete version of this profile-test” by visiting the website they designate.
They make brilliant use of several reader-friendly devices, notably “Your central question: [fill in the question]” at the beginning and “Critical Questions You Must Answer” at the conclusion of Chapters 1-12. The former alerts readers to the chapter’s focus; the latter challenges readers to apply what they have learned to their own circumstances. These and other devices help to facilitate, indeed expedite frequent review of key material later.
Thomas Barta and Patrick Barwise are to be commended for the valuable information, insights, and counsel they provide. This material will help leaders in almost any organization (whatever its size and nature may be) to achieve success by building customer [begin italics] and [end italics] company value.
I presume to make another point that I think is critically important to achieving that strategic objective: The process of creating or increasing demand does not address marketing issues; rather, it addresses [begin italics] business [end italics] issues. Everyone involved – at all levels and in all areas of the given enterprise – must understand that.