APPENDIX: ABOUT THE RESEARCH

The Marketer’s DNA—Research Notes

The original research program on which this book is based, titled “The Marketer’s DNA,” comprised three complementary studies:

1.   Senior marketer study. To explore how senior marketers’ personalities, leadership behaviors, and functional skills affect their business impact and career success, we collected and analyzed detailed self-report data from 1,232 senior marketers from 71 countries. This study, designed and executed specifically for the book, generated the core results reported in each chapter.

2.   360-degree leadership study. To complement the senior marketer study, we also analyzed existing 360-degree data on 626 marketing leaders and 6,803 other functional leaders (in ...

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