The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leaders

This book’s goal is simple: to help re-wire the role and function of marketing to go beyond the expected (being a world class marketing organization), to the unexpected (shaping the company’s growth agenda, influencing the actions of all customers, influencers and employees). 

 This book shows how to:

• balance short term pressures to show results, while staying aligned with the enterprise’s longer-term vision
• drive innovation, while figuring out how to best align internal resources with external opportunities
• navigate the never-ending array of media choices, both old and new, to reach customers in ways that are meaningful to its customers
• operate and win in an increasingly complex global environment…as well as within an even more complex organizational environment (read: siloed and hierarchical).
• win over critical internal stakeholders while shaping the opinions of Wall Street analysts.