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Marketing Champions : Practical Strategies for Improving Marketing's Power, Influence, and Business Impact by David W. Stewart, Roy A. Young and Allen M. Weiss (2006, Hardcover)

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MARKETING CHAMPIONS: PRACTICAL STRATEGIES FOR IMPROVING MARKETING'S POWER, INFLUENCE, AND BUSINESS IMPACT By Roy A. Young & Allen M. Weiss & David W. Stewart - Hardcover **Mint Condition**.

About this product

Product Identifiers

PublisherWiley & Sons, Incorporated, John

ISBN-100471744956

ISBN-139780471744955

eBay Product ID (ePID)52634257

Product Key Features

Book TitleMarketing Champions : Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

Number of Pages288 Pages

LanguageEnglish

TopicMarketing / General

Publication Year2006

IllustratorYes

GenreBusiness & Economics

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

FormatHardcover

Dimensions

Item Height1 in

Item Weight16.8 Oz

Item Length9.2 in

Item Width6.4 in

Additional Product Features

Intended AudienceTrade

Reviews"...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' 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), .".. 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' 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' in their organisations'." ("The Marketer", June 2007)

Dewey Edition22

Dewey Decimal658.8

Table Of ContentPREFACE: ARE YOU AMARKETING CHAMPION? ix Why This Book? x The Marketing Champion's Imperative xiii The Marketing Compass xv About Our Research xvi PART ONE: Understand the Landscape 1 1. DEFYMARKETINGMYTHS 3 Myths about Marketing 4 Myths and Consequences: Marketing's Confused Role 9 Four Distorted Views 10 Transforming the Marketing Landscape in Your Organization: What You'll Learn in This Book 17 2. CLEAN UP YOUR LANGUAGE 25 Clarifying the Language of Marketing 26 Say What You Mean, and Mean What You Say 30 Standardize Your Professional Processes 31 Translate Marketing into the Language of Business 34 Tips for Talking Business 41 PART TWO: Manage North 47 3. MAKEMARKETINGMATTER TO YOUR CEO 49 Sleepless in the C Suite 50 Marketing to the Rescue 52 A Word about the Board and Wall Street 64 Your CEO SWOT Analysis 69 4. FORGE A FRIENDSHIP WITH YOUR CFO 72 Understand Your CFO's Needs 73 Give Your CFO Something of Value 73 Marketing: The Wellspring of Profit 78 Marketing: A Growth Driver 82 Let's Talk: Communicating Regularly with Your CFO 86 CFOs under Pressure: A Note about Sarbanes-Oxley 90 Your CFO SWOT Analysis 94 5. DEFINEMETRICS FORWHATMATTERS 96 Your Marketing Metrics Audit Process 101 Tips for Selecting and Using Marketing Metrics 114 PART THREE: Manage East 121 6. BUST SILOS AND BUILD BRIDGES 123 A Closer Look at Silos 124 Silos and You 128 Busting Silos: Five Tactics 129 7. SCRATCH SALES'S BACK 145 Help Sales Boost Velocity 146 Define Qualified Leads 149 Manage the Lead Pipeline 152 Quantify the Lead Pipeline's Financial Value 153 Overcome Price Resistance 155 Accelerate Sales Funnel Flow 158 Your Sales Partnership SWOT Analysis 167 8. DREAM WITH THE R&D TEAM 169 Marketing and R&D: A Crucial Partnership 169 Conduct an Innovation Review 173 Reduce R&D's Risk 174 Craft Compelling Product Stories 183 Your R&D Partnership SWOT Analysis 186 PART FOUR: Manage South 189 9. BUILD A BRAND FORMARKETING 191 Perception Becomes Reality 192 Two Little Words 194 Reshaping Perceptions of Marketing 200 Your Brand-Building SWOT Analysis 207 10. DELIVER ONMARKETING'S BRAND PROMISE 209 Leverage the Power of Persuasion 210 Establish Transparent, Repeatable Processes 218 Forge Productive Working Relationships with Agencies 223 Make Smart Marketing Decisions 225 Your Brand-Delivery SWOT Analysis 227 PART FIVE: Manage West 229 11. LEVERAGE FRESH OPPORTUNITIES ON THE BUSINESS FRONTIER 231 Evaluating New Opportunities 232 Reclaiming Marketing's Lost Heritage 239 Act on Your Assessments of Opportunities 241 Your New Opportunities SWOT Analysis 247 12. LEAD THEWAY IN THE CASH-FLOW FRONTIER 249 Market Yourself 250 Get a Reputation 251 Conquer the Time Crunch 257 Find a Mentor 260 Your Leadership Future SWOT Analysis 262 INDEX 263

SynopsisPraise 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, 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 muchneglected subject sounding a wakeup 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 mustread for every executive who wants to understand the crucial connection between marketing and bottomline 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, 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, 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 organizationand how marketers can better interact with other prime movers in their companies.