O'Reilly logo

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required