XL…Barta和Barwise的营销领导者的12种力量

Praise forThe 12 Powers of a Marketing Leader “Align your customer’s needs with your company’s process and you’ll find yourselfcreating or leading a market sector.The 12 Powers of a Marketing Leadershows youhow! Barta and Barwise have conducted critical primary research to produce anastounding new framework that will change the way you market your companyand meet your customers’ needs! The framework, derived from comprehensive newresearch, offers everything you need to know to be a superior market leader! Thankyou, 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 reallytakes to lead marketing,written in a pragmatic, compelling way that everyone canuse 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 forhow to lead, despite the rapidly changing context. The 12 principles identify whatreally 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 adifference.” —Seth Godin, author ofAll 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 totheir 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. Importantreading for anyone wishing to flourish in this most exciting and dynamic field ofcorporate 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 “The 12 Powers of a Marketing Leaderoffers a specific and practical path for CMOsto ‘elevate’ their roles and become leaders in their organizations. An essential readfor any marketing professional looking to take the next step in his or her career.”—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 havequantified great marketing leadership and show some great, simple, and clear waysfor achieving it. This is a hugely valuable, numbers-based book of practical advice. Ionly 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 andThe 12 Powers of a MarketingLeaderprovides the essential leadership playbook for the CMO of the future.” —Jim Stengel, former global marketing officer, Procter & Gamble “The 12 Powers of a Marketing Leadersingles out the number one factor for CMOsuccess: 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 betweencorporate goals and customers. I encourage you to read this book and get into the‘V-Zone’!” —Chris Ernst, PhD, author ofBoundary Spanning Leadership,global head, Learning, Leadership & OrganizationDevelopment, Bill & Melinda Gates Foundation “The 12 Powers of a Marketing Leaderis a must-read for any marketing leader, with aclear 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 Leaderoffers invaluable insights and advice ona blindingly important—but rarely talked about—marketing topic: how to achievemarketing success within the organization. It will help any marketer become a truemarketing 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 is a must-read book for marketers as leaders. If you have a cause to promote,an ambition to lead, and a desire to perform on the main stage, not in the studio,pursue the practical guidance in these pages and a permanent seat at the top table, ifnot at its head, will be yours.”—Richard Hytner, aut