Marketing Champions

Marketing Champions explains to marketing professionals how to make the marketing department an influential, powerful, and critical part of the organization. Since many CEOs and other business leaders don’t understand how their marketing departments contribute, authors Roy Young, Allen Weiss, and David Stewart argue that it is up to the marketers themselves to prove their leaders wrong and seize organizational significance for themselves. They outline practical ways to manage marketing inside the organization–North (the CEO and CFO), East (Sales, R&D, and Operations), South (direct reports, agencies, and partners), and West (areas of opportunity)–to effectively produce unique value that is recognized and rewarded. Roy A. Young (Los Angeles, CA) is Director of Strategy and Development for MarketingProfs.com and an executive coach to marketing managers. Allen M. Weiss (Los Angeles, CA) is the Professor David and Jeanne Tappan Fellow in Business-to-Business Marketing at USC’s Marshall School of Business. David W. Stewart (Los Angeles, CA) is the Robert E. Brooker Professor of Marketing in the Marshall School of Business at the University of Southern California.