Marketing champions : practical strategies for improving marketing's power, influence, and business impact / Roy A. Young, Allen M. Weiss, and David W. Stewart.

Includes bibliographical references and index.

Preface: Are you a marketing champion? -- Defy marketing myths -- Clean up your language -- Make marketing matter to your CEO -- Forge a friendship with your CFO -- Define metrics for what matters -- Bust silos and build bridges -- Scratch sales's back -- Dream with the R & D team -- Build a brand for marketing -- Deliver on marketing's brand promise -- Leverage fresh opportunities on the business frontier -- Lead the way in the cash-flow frontier.

Electronic version is restricted to subscribing institutions.

"Marketing Champions will show you how to debunk common myths about marketing, translate the language of marketing into the language of business, and make marketing matter to corporate leadership. Most important, you'll learn how to define the metrics of marketing success and establish repeatable, transparent processes that show the reasoning behind - and the potential payoff of - every marketing decision you make. With these tools at hand, you can prove your importance to top leadership and wield more influence than ever before."--Jacket.