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The 12 Powers of a Marketing Leader

4.10  ·  Rating details ·  39 ratings  ·  8 reviews

The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more
Hardcover, 228 pages
Published September 23rd 2016 by McGraw-Hill Education
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Feb 28, 2020 rated it really liked it
Shelves: business, maritime
Interesting marketing book. I did take away some great tips and ideas from this book which I want to apply in my marketing work. I did not read this book for my career pursuance, which is a considerable part of this book's message. So there are 12 powers, divided into four themes: Mobilize your boss (important one :-)), Mobilize your colleagues, Mobilize your team, Mobilize yourself. Apart from the me myself and I career tips, there are quite some good takeaways to implement in my daily ...more
Aug 14, 2019 rated it it was amazing
Granted this book took me ages to finish (tons of stops and starts) it's a must have for a junior or mid level marketing executive or manager looking to take things to the next level. Understanding the Value zone, Tackling big issues and Delivering returns changed the way I approach my work. There's still lots of scope to grow and improve but I can feel the change in the way I think and approach my work environment. I'll definitely refer back to this book every now and then for clarity and ...more
Jul 07, 2018 rated it it was amazing
Clearly the best leadership book I've read in a long time. Contains practical advice on how to focus on the Value Creation Zone (V-Zone) the overlap between customer needs and company needswhich ultimately is the principle behind successful marketing leadership. ...more
Kimberley Wedderburn
May 19, 2017 rated it it was amazing
In a word.... Bible!
Ashish Parab
Feb 16, 2020 rated it really liked it
Great book which illustrates various aspects of marketing.. Pretty help especially if you are an outsider
Oct 11, 2016 rated it it was amazing  ·  review of another edition
A guide to help build business and customer value (for all), this book claims to be the first-of-its-kind for marketers in the 21st century; utilising research to identify 12 specific types of behaviours that can create impact, deliver results and lead to career success and accolade in the process. What a build-up, but can the book deliver?

The behavioural types are focussing on the big issues, creating leaders rather than followers, acting as a proactive rather than reactive guide. The authors
Omar M. Khateeb
An illuminating read for anyone looking to be a marketing executive. One major takeaway was a study showing a list of things that marketers actually know/do and how important they are in business. The two items that had the highest value in business that marketers were the worst at was pricing strategy and tactical pricing.
Bruno Rio
May 22, 2019 rated it really liked it  ·  review of another edition
Working in Marketing is quite a journey .

Thomas Barta shows a quite interesting list of skillset that a successful marketing manager should address or develop.

Easiwr said than done but still an interesting read. Nothing new or innovative but useful and well sort out.
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