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 marketing executives 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.