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Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact
Roy A. Young
Allen M. Weiss
David W. Stewart,
Cadence Design Systems Ltd., West Lothian, Scotland
ISBN: 978-0-471-74495-5
©2005
288 pages
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Description
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Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact explains to students how to make the marketing department an influential, powerful, and critical part of any organization. Because many CEOs don’t currently perceive their marketing departments as delivering sufficient value, the author posits that it is up to marketers to prove them wrong and seize organizational significance. He outlines the three key dimensions of value required to effectively manage marketing as an asset of any organization, and leads the student through the steps necessary to achieve them.
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