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

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9780471744955: Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact
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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

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From the Inside Flap:

Marketing is the engine of every enterprise, responsible forcommunicating with consumers and connecting them with the productsthey need. Yet in many organizations, marketing is underutilized,underfunded, and unable to make its full contribution to thecom-pany. This is due to a fundamental lack ofcommunication—not between marketers and customers, but betweenmarketing and corporate leadership.

Too often, top executives fail to comprehend the true value ofmarketing and the contribution marketing makes to the bottom line.And without proper metrics for measuring effectiveness, marketershave trouble demonstrating how valuable they truly are. As aresult, when a company struggles and the corporate belt tightens,it's the marketing department that bears the brunt. But this justmakes marketing less effective and companies less profitable.

In every business, the marketing department should be aninfluential, powerful, and critical part of the operation.Marketing Champions will show you how to break out of this cycleand make marketing the center of your organization.

Marketing Champions will show you how to debunk common mythsabout marketing, translate the language of marketing into thelanguage of business, and make marketing matter to corporateleadership. Most important, you'll learn how to define the metricsof marketing success and establish repeatable, transparentprocesses that show the reasoning behind—and the potentialpayoff of—every marketing decision you make. With these toolsat hand, you can prove your importance to top leadership and wieldmore influence than ever before.

If you're a marketer dedicated to helping your companysucceed—and boosting your career in the process—you mustlearn to connect what you do with your company's bottom line. Andyou must learn how to communicate that value to corporateleadership. If you do, you'll be a Marketing Champion.

About the Author:

ROY A. YOUNG is Vice President of Development forMarketingProfs and a coach to marketing executives. He formerlyheld high-level marketing and consulting positions with Time Inc.,Yankelovich Partners, Inc., and the Los Angeles County MetropolitanTransportation Authority.

ALLEN M. WEISS, PHD, is Professor of Marketing at theUniversity of Southern California's Marshall School of Business. Heconsults mainly with business-to-business organizations and iswidely published in academic journals.

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

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