- Hardcover: 288 pages
- Publisher: John Wiley & Sons; 1 edition (3 Oct. 2006)
- Language: English
- ISBN-10: 0471744956
- ISBN-13: 978-0471744955
- Product Dimensions: 15.7 x 3 x 23.1 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 2,013,557 in Books (See Top 100 in Books)
- See Complete Table of Contents
Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact Hardcover – 3 Oct 2006
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" this superb new book is essential reading for those looking to develop their leadership skills and become ′marketing champions′ in their organisations′". ( The Marketer, June 2007)
" this superb new book is essential reading for those looking to develop their leadership skills and become ′marketing champions′". ( The Marketer, June 2007)
From the Inside Flap
Marketing is the engine of every enterprise, responsible for communicating with consumers and connecting them with the products they need. Yet in many organizations, marketing is underutilized, underfunded, and unable to make its full contribution to the com–pany. This is due to a fundamental lack of communication not between marketers and customers, but between marketing and corporate leadership.
Too often, top executives fail to comprehend the true value of marketing and the contribution marketing makes to the bottom line. And without proper metrics for measuring effectiveness, marketers have trouble demonstrating how valuable they truly are. As a result, when a company struggles and the corporate belt tightens, it′s the marketing department that bears the brunt. But this just makes marketing less effective and companies less profitable.
In every business, the marketing department should be an influential, powerful, and critical part of the operation. Marketing Champions will show you how to break out of this cycle and make marketing the center of your organization.
Marketing Champions will show you how to debunk common myths about marketing, translate the language of marketing into the language of business, and make marketing matter to corporate leadership. Most important, you′ll learn how to define the metrics of marketing success and establish repeatable, transparent processes that show the reasoning behind and the potential payoff of every marketing decision you make. With these tools at hand, you can prove your importance to top leadership and wield more influence than ever before.
If you′re a marketer dedicated to helping your company succeed and boosting your career in the process you must learn to connect what you do with your company′s bottom line. And you must learn how to communicate that value to corporate leadership. If you do, you′ll be a Marketing Champion.See all Product description
Top Customer Reviews
I've just read it, and I'm going to read it again! This book actually changed my way of thinking and challenged me in many ways.
The authors argue that marketing will never be valued by anyone in a company unless marketers can prove to their coworkers and management that their marketing activities produce cash flow. At the end of the day, that's what counts. Money in the bank!
"Marketing is work designed to identify sources of cash flow and to produce cash flow by solving customers' problems profitably." the authors Young, Weiss and Stewart write in their book "Marketing Champions."
Marketers are experts at marketing their company's products and services. But this book tells them how to market themselves. And not only that, but it tells them how to work together with their CEOs, CFOs, sales and R&D in ways that not only will make them marketing champions, but help them to make the whole company a champion in its industry.
Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)
At the end of each chapter, there is a SWOT analysis to help you improve yourself in the concept presented.
I took over 3 pages of notes and wrote down 40+ ideas worth quoting in this review. Here are a few quotes.
In the preface, they state:
"To become a marketing champion--and thereby ensure your company's and your own success--you must master mission-critical competencies.
1)Tie marketing to cash flow by identifying and articulating the causal links between marketing expenditures and activities, intermediate marketing outcomes, cash-flow drivers and (ultimately) cash flow.
2)Communicate marketing's outcomes, rather than activities and tactics....Marketing's outcomes are new sources of cash and cash itself.
3)Speak the common language of business that other executives use and appreciate.
4)Develop systematic, transparent, and repeatable processes that enable you to back up your ideas, defend your assumptions, and win support for your work.
5)Understand and serve internal customers' needs by using the same marketing tools you employ to address external customers' needs..."
They also give a Marketing Compass
"Managing North: You help your CEO and CFO formulate and execute the company's competitive strategy.
Managing South: You build a brand for marketing that delivers unique, relevant, and sustainable value to the company.
Managing East: You bust silos and build bridges to sales for short term cash flow and R&D for long term cash flow.
Managing West: You identify and seize opportunities on the business frontier."
Page 79 gives a list of 10 business models used today.
On speaking the Language of Business: "Talk in terms of lost sales, and you'll quickly get the attention of your CEO, CFO, or supervisor."
There are numerous insights to be gained from this book, as it is excellent and would serve both marketers and non marketers well.
A true marketing professional masters promotions, advertising and the like, but expands the marketing role to own the customer relationship and experience. For marketing professionals to be taken seriously and have a "seat" in executive circles they must be concerned with terms not usually associated with marketers like cash flow, earnings, shareholder value, and reputation. Even more important, marketing must contribute to corporate and business strategy with daily input and research from having a firm pulse on customer wants and future needs.
Roy Young, Allen Weiss and David Stewart show that marketing can and should focus on more than just the "Promotion" aspect of marketing. Chapters detail how to work closely with others in the organization from sales, operations, finance, R&D and even the executive office.
The book has very limited treatment of many of the technologies (CRM, data warehousing, analytics etc...) that help enable the measurement of marketing results. But overall, its message is too powerful to not give the book five stars.
As a marketer, if you like staying in the promotions box and limiting your career opportuniites then don't read this book. If, however, you have aspirations of the executive suite, or at least the invitation to executive level discussions, then pick up this book and dive in!
But after countless hours reading the chapters of this book before the advance uncorrected proof, scrutinizing the first five chapters with heavy introspection and experimentation of the ideas I can tell you the following: It would take you countless personal hours, unmeasurable amounts of interviews, and the experience of CEO's from dozens of companies to amass the wealth of knowledge that you can easily pull out of this book.
So would you want to try to attempt what these authors have personally done for you in order to give you insight beyond the competition? If you wouldn't do you dream of failing in your endeavours as a marketing advisor, consultant or company? Well I'm very proud to say that some of the above endorsements from Phil Kotler and Seth Godin are more than advertising endorsements by some of the leading marketing experts. But they are geniune endorsements that really help you to recognize how rare this book is. More importantly how different the perspective of these three gentleman really are.
For example their input about what is a marketing compass?, How does a marketing compass work?, and what you can do to put your own marketing compass in order are sure to cause you to think more deeply about these concepts.
Part one and two are so full of marketing ideas, so architectually rich in sound marketing concpets that truly the authors could have clearly pulled their stop sign out and said "hey were going to stop right here" but thank God they didn't. They went on in part three to go deeper than a scuba diver in their exploration of how to manage east. Exploring ideas that show you how you can "Bust Silos and Build Bridges" giving you five techniques to apply some wonderful ideas.
And this is afer a wealth of information where they show you how to break down your Myths of Marketing. I'll admit first that my myths were trapped but what I discovered from Roy Young is quite an eye opening list of good marketing strategies that work. Their input on how to improve upon your Marketing language will make a huge difference in your marketing relationships. Whether they are in the company or outside of the company the language barriers with in your grasp are very limited.
Here's your chance to break the marketing code. This really is a great book with so many ideas I put it in the reference part of my library. Why? Because I'll be using it to reference for many years to come. Thanks for your time....................
Your Servant & Dr. of Marketing,
"Marketing Champions" is a must-read for marketing executives ready to make their organizations one of the most respected and influential contributors to business growth. It is the critical guide for taking ownership of financial and strategic outcomes, breaking down operational barriers, and unlocking the company's full profit potential. Not only will this help CMO tenures last longer than the typical 23 months, but it will better position CMOs to compete for the CEO role.