The 12 powers of a marketing leader : how to succeed by building customer and company value

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"[The authors] conducted the largest ever global study of marketing leadership, analyzing detailed original data on over 1,200 marketing leaders and more than 67,000 existing 360-degree assessments of both marketing and non-marketing business leaders. The research revealed 12 essential traits that can make or break marketers' business impact and career success ... It tells you 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 support your non-marketing colleagues to meet customers' needs better than the competition; mobilize your team: build and hone a winning marketing team. Become a leader of leaders; mobilize yourself: focus on goals that will benefit your customers, company, and long-term career. In The 12 Powers of a Marketing Leader, you will read firsthand accounts of marketing successes from around the world--and gain psychological insights that will surprise you into the leaders who drove the key decisions. You will learn how to persuade your colleagues, motivate your team, and strengthen your leadership skills"--Publisher's website