Malcolm McDonald

This book review looks at 'The twelve powers of a marketing leader: how to succeed by building customer and company value', by Thomas Barta and Patrick Barwise. The book is aimed at practitioners but should have value for academics. It positions itself as a 'leadership book for marketers'. The twelve powers are divided into four categories: mobilising your boss; mobilising your colleagues; mobilising your team; mobilising yourself. The book argues that successful leadership is not just about personality. The findings are based on high quality data and analysis. The reviewer highly recommends the book, only criticising the quality of the print and the layout.

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