Management is a process; leadership is a skill. Management is concerned with creating the message; leadership is about delivering the message. Managers are appointed, normally because they are seen to be 'good at the job'; leaders are chosen by those who would like to follow. Effective managers need to be both in that they use the management process to plan the campaign and the leadership process to deliver it. This book explains both the management and leadership processes and shows how the two need to be used together to ensure effective management of the task.