Marketing Champions. Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

Praise for Marketing Champions «Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization–and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject–sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow.» –Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University «The authors understand that marketing is now the most important force w…