The world’s first research-based leadership guide for marketers in the 21st century.
No matter what business you’re in, marketing in the digital age presents unique challenges—and limitless opportunities. This breakthrough guide from a former McKinsey partner and leadership expert and a senior London Business School marketing professor shows you how to lead the way and succeed, by revealing the 12 leadership behaviors that drive marketers’ business impact and career success in today’s fast-paced, global, digital world.
Based on the largest ever research study of its kind, with profiles of over 68,000 executives from 120 countries, the book reveals 12 leadership powers that you can harness to tackle big issues, lead movements, build leaders, and find inspiration. This is how marketers become leaders, and leaders become legends. These are the powers you need to succeed.
Thomas Barta is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide.
Patrick Barwise is an award-winning writer and Emeritus Professor of Management and Marketing at London Business School.
