The 12 Powers of a Marketing Leader

In "The 12 Powers of a Marketing Leader," authors Thomas Barta and Patrick Barwise leverage extensive research involving over 8,600 leaders across 170 countries to define twelve key behaviors that enhance marketing effectiveness and career advancement. This leadership-focused guide equips marketers with strategies to mobilize their bosses, colleagues, and teams while emphasizing the importance of aligning goals with both customer and company needs. The book goes beyond traditional marketing concepts, offering practical insights for creating value in a digital landscape, alongside access to an online self-assessment tool and additional resources.