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The Leadership Book, 2nd Edition by Mark Anderson

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Marketing is everyone

‘Marketing’ is not a department. Everyone in an organisation is a marketeer and says something about their organisation.

Frequency – forever.

Key participants – everyone.

Leadership rating *****

Objective

How often do you feel infuriated by a service experience that does not match the fine (fancy) words of a corporate advertising campaign? By the hotel chain that promises a superior experience tailored to business needs, which turns out to be delivered by surly, ill-informed colleagues? By the frequent flyer service that offers the exclusivity of lounges, but in fact delivers to a singularly non-exclusive large number of travellers? By the plumbing service that offers rapid response, only to be executed by technicians ...

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