The whole marketer : how to become a successful and fulfilled marketer / Abigail Dixon.

Format:

Book

Author/Creator:

Dixon, Abigail, author.

Language:

English

Subjects (All):

Leadership.

Marketing.

Physical Description:

1 online resource (187 pages)

Edition:

First edition.

Place of Publication:

London, England : LID Publishing Limited, [2021]

Summary:

As marketing roles continue to evolve, expand and embrace the complexities of the modern world of business, marketers are under increasing pressure to perform as individuals and teams. The Whole Marketer argues that now is the time to take stock of technical skills required, examine the latest thinking, identify capability gaps and discover how to be fulfilled in a professional context and as a human. Abigail Dixon looks at the functions of a marketing team through a lens of personal development. Her rich experience comes from leading marketing teams, and training hundreds of marketers at varied stages of their career to achieve formal qualifications. The book will help marketers to be a better version of themselves tomorrow.

Contents:

COVER

BACK COVER

TITLE

CONTENTS

INTRODUCTION

UNIT 1: TECHNICAL SKILLS

CHAPTER 1 The role of marketing today and within your organization

CHAPTER 2 Developing your long-term strategy: Overview and starting the process

CHAPTER 3 Making strategic choices

CHAPTER 4 Bring the strategy to life through annual plans and tactics

CHAPTER 5 Working with agency partners

CHAPTER 6 Leading the commercial agenda and measuring effectiveness

CHAPTER 7 How to develop and leverage insight

UNIT 2: SOFT SKILLS AND LEADERSHIP SKILLS

CHAPTER 8 Understanding your customer on a deep-rooted, emotional level

CHAPTER 9 Skills to lead and motivate the business and to bring plans to life

CHAPTER 10 Leading the marketing team and the wider business

CHAPTER 11 Building a high-performing and motivated team

UNIT 3: PERSONAL UNDERSTANDING

CHAPTER 12 Who you are: What are you like to be around?

CHAPTER 13 Your values: What motivates you and gives you purpose?

CHAPTER 14 What do you want and where do you want to be?

CHAPTER 15 What can prevent you from taking action and employing the mindset needed to achieve and grow?

CHAPTER 16 Principles to use to bring your plans and goals to life

CONCLUSION

ENDNOTES

ABOUT THE AUTHOR

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Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Description based on print version record.

OCLC:

1431976077