Change Management for Marketers

This trailblazing book teaches marketers how to create and implement sustainable change management for marketing transformations. Shapiro shares an innovative approach with strategies, processes, tools, analogies, examples, quotes and ideas from the best-of-the-best marketers. The ideas in the book place people at the heart of a marketing transformation with topics including:Overcoming the 70% failure rate of transformationsRevealing why marketers are uniquely qualified to lead changeMitigating internal fears of changeCreating an emotional connection to engage colleaguesJourney mapping change management for internal employeesActioning change management with no additional budgetChoosing the right stakeholders for your cross-discipline teamOptimizing change management to sustain marketing transformations