''Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization — and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject — sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow.'' — Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University''The authors understand that marketing is now the most important force within an organization — if you can figure out how to coordinate the rest of your colleagues. This book shows you how.'' — Seth Godin, author of Small Is the New Big''This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results.'' — Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader''The best marketing leaders are those who can harness the power of the enterprise — not just lead the marketing team. This book will give you the ability to align and inspire the entire company.'' — Jerry Noonan, Spencer Stuart