Publisher: Wiley, 2006, 270 pages
Marketing is the engine of every enterprise, responsible for communicating with consumers and connecting them with the products they need. Yet in many organizations, marketing is underutilized, underfunded, and unable to make its full contribution to the company. This is due to a fundamental lack of communication—not between marketers and customers, but between marketing and corporate leadership.
Too often, top executives fail to comprehend the true value of marketing and the contribution marketing makes to the bottom line. And without proper metrics for measuring effectiveness, marketers have trouble demonstrating how valuable they truly are. As a result, when a company struggles and the corporate belt tightens, it's the marketing department that bears the brunt. But this just makes marketing less effective and companies less profitable.
In every business, the marketing department should be an influential, powerful, and critical part of the operation. Marketing Champions will show you how to break out of this cycle and make marketing the center of your organization.
Marketing Champions will show you how to debunk common myths about marketing, translate the language of marketing into the language of business, and make marketing matter to corporate leadership. Most important, you'll learn how to define the metrics of marketing success and establish repeatable, transparent processes that show the reasoning behind—and the potential payoff of—every marketing decision you make. With these tools at hand, you can prove your importance to top leadership and wield more influence than ever before.
If you're a marketer dedicated to helping your company succeed—and boosting your career in the process—you must learn to connect what you do with your company's bottom line. And you must learn how to communicate that value to corporate leadership. If you do, you'll be a Marketing Champion.
If you are a marketer and believe that you mostly is doing Promotion, then this book is for you. On the other hand, if you understand that marketing and sales are not opposites or even understand why R&D usually is under marketing (i.e. is reasonable well-educated), then this book seems to be a waste of time…
For all amateur-marketers out there, I'll give this one an OK mark, but for the rest, you ain't missing anything.