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

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INTRODUCTION

Doing Marketing Isn’t the Same as Leading Marketing

You are a marketer.

You have a passion for brands. You understand the market. You are your company’s linchpin for customer focus.

For years, CEOs have wanted companies to be more market oriented and innovative. Today, digital technology offers even more opportunities—and more pressure—to serve customers better.

In principle, your spot in the organization should be exalted. Your perspectives as a marketer should be in high demand. Top management should respect and look to you as it makes key decisions.

Unfortunately, things don’t always work that way.

Despite endlessly saying they want to be more customer focused, many firms don’t have a marketer in the top team. Too few CMOs make ...

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