Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact - Hardcover

Roy A. Young; Allen M. Weiss; David W. Stewart

Hardcover

ISBN 10: 0471744956 ISBN 13: 9780471744955

Publisher: Wiley, 2006

Synopsis

Praise for Marketing Champions

"Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow."
--Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how."
--Seth Godin, author of Small Is the New Big

"This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results."
--Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader

"The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company."
--Jerry Noonan, Spencer Stuart

About this title

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.

About the Author:

ROY A. YOUNG is Vice President of Development for MarketingProfs and a coach to marketing executives. He formerly held high-level marketing and consulting positions with Time Inc., Yankelovich Partners, Inc., and the Los Angeles County Metropolitan Transportation Authority.

ALLEN M. WEISS, PHD, is Professor of Marketing at the University of Southern California's Marshall School of Business. He consults mainly with business-to-business organizations and is widely published in academic journals.

DAVID W. STEWART, PHD, is the Robert E. Brooker Professor of Marketing at USC's Marshall School of Business. A former editor of the Journal of Marketing, he is a marketing strategy advisor to Fortune 1000 companies.

About this edition

• Publisher: Wiley
• Publication date: 2006
• ISBN 10: 0471744956
• ISBN 13: 9780471744955
• Binding: Hardcover
• Edition number: 1
• Number of pages: 288