Marketing Champions

Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

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

288 pages, parution le 16/10/2006

Ajouter à une liste

Indisponible

Résumé

Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of the organization. Since many CEOs and other business leaders don't understand how their marketing departments contribute, authors Roy Young, Allen Weiss, and David Stewart argue that it is up to the marketers themselves to prove their leaders wrong and seize organizational significance for themselves. They outline practical ways to manage marketing inside the organization, North (the CEO and CFO), East (Sales, R&D, and Operations), South (direct reports, agencies, and partners), and West (areas of opportunity), to effectively produce unique value that is recognized and rewarded.

L'auteur - Roy A. Young

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.

L'auteur - Allen M. Weiss

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.

L'auteur - David W. Stewart

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.

Sommaire

Understand the Landscape
- 1 Defy Marketing Myths
- 2 Clean Up Your Language
Manage North
- 3 Make Marketing Matter to Your CEO
- 4 Forge a Friendship with Your CFO
- 5 Define Metrics for What Matters
Manage East
- 6 Bust Silos and Build Bridges
- 7 Scratch Sales's Back
- 8 Dream with the R&D Team
Manage South
- 9 Build a Brand for Marketing
- 10 Deliver on Marketing's Brand Promise
Manage West
- 11 Leverage Fresh Opportunities on the Business Frontier
- 12 Lead the Way in the Cash-Flow Frontier

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Roy A. Young, Allen M. Weiss, David W. Stewart
Parution	16/10/2006
Nb. de pages	288
Format	16 x 24
Couverture	Relié
Poids	480g
Intérieur	Noir et Blanc
EAN13	9780471744955
ISBN13	978-0-471-74495-5