Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of any organization. Because many CEOs dont 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 reader through the steps necessary to achieve them — first, how marketers must prove that they manage demand so as to create and harvest cash flow; second, how they must demonstrate profitability, showing a clear link between marketing activities and financial returns to the firm; and third, how they must establish repeatable, transparent processes to show the line of reasoning behind their proposals and decisions.
Book Details:
- Author: Roy A. Young
- ISBN: 9780470054505
- Year Published: 2005
- Pages: 288
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of any organization. Because many CEOs dont 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 reader through the steps necessary to achieve them — first, how marketers must prove that they manage demand so as to create and harvest cash flow; second, how they must demonstrate profitability, showing a clear link between marketing activities and financial returns to the firm; and third, how they must establish repeatable, transparent processes to show the line of reasoning behind their proposals and decisions.
PROMOTION ON MARKETINGPROFS.COM: The authors website publishes a popular weekly newsletter that goes to 130,000 marketing professionals, with an average of 8,000 new signups per month. Member organizations of MarketingProfs include IBM, Procter feature the book in an upcoming marketing awards program; sponsor a webcast with a presentation by Young and a panel of senior marketers; sponsor a webcast with a lead presentation by the author and a panel of senior marketers; and email their newsletter subscribers with a link to buy the book on Amazon. ENDORSEMENTS FROM JACK TROUT & OTHER LEADING MARKETERS AUTHOR PLATFORM: In addition to promotions through MarketingProfs.com, the authors will promote the book at several marketing conferences, as well as speaking engagements (e.g., the conference organizer, IIR, has expressed interest in including the author as a speaker in several 2005 marketing conferences), corporate workshops, and Executive Education Programs at business schools.
About the Author
Roy A Young is Director of Strategy and Development for MarketingProfs.com, and an executive coach to marketing managers. MarketingProfs weekly online newsletter is read by 130,000 marketing executives. He a has held high-level marketing and consulting positions with Time Inc., Yankelovich s Marshall School of Business. Prior to joining the faculty at USC, he was on the faculty at Stanford University, and was a consulting member of the technical staff at AT&T Bell Laboratories. He has specialized throughout his career in high-tech marketing and has written about technology for over 15 years in both the academic and popular press, and was the weekly e-marketing columnist for Upside.com. He has published in the Journal of Marketing Research, Journal of Marketing, Management Science, Organization Science, Journal of Financial Economics, Journal of Law, Economic and Organization, and the Journal of Industrial Economics. Professor Weiss consults primarily with high-technology firms including Intel Corporation, Texas Instruments, COMPAQ, IBM, Hughes Space and Communications, Northrop Grumman, Informix Software, EMD, AIG, Perspecta, Sematech, Visioneer and Dataquest. David W. Stewart is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California. A former editor of the Journal of Marketing, he is well known for his work on marketing strategy, marketing communication and marketing research methodologies.