عنوان

The marketing director's role in business planning and corporate governance /

0470515805

9780470515808

b796143

The marketing director's role in business planning and corporate governance /

[Book]

Gerald Michaluk.

Hoboken, NJ :

John Wiley & Sons,

©2007.

xvi, 296 pages :

illustrations ;

24 cm

Includes bibliographical references (pages 275-276) and index.

1. BOARD LEVEL IMPLICATIONS -- The role of the board of directors The marketing director as a leader -- Types of director -- The managing director -- With great risk there has to be great rewards -- Company minutes and resolutions -- 2. WHO DO WE SERVE AS DIRECTORS? -- Surveying the organisation -- Publics maps -- Company stakeholders -- Growth in consumerism -- The big picture -- 3. THE TOOLS AND AIDS AVAILABLE TO THE MARKETING DIRECTOR -- Time management -- Assistants -- The marketing director's primary areas of responsibility -- Information and its value -- Knowledge security -- Marketing intelligence -- 4. MARKETING ADVANTAGE FROM TOP DOWN AND BOTTOM UP -- Leadership and leading by example -- C4IRS -- Communications and command -- Control -- Intelligence -- Surveillance -- Reconnaissance -- McKinsey's 7-S model -- All together -- The open mind -- Breakthrough marketing -- 5. CORPORATE GOVERNANCE AND RISK ASSESSMENT -- The FRC Code of Conduct -- What's it all worth? -- Does anyone comply? -- Risk -- 6. INNOVATION AND BUSINESS PLANNING RESEARCH -- Chicken or egg? -- Unique selling proposition -- Incremental improvements -- Traditional market research -- Validity and reliability -- Access to information.

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"The Marketing Director's Role in Business Planning and Corporate Governance will enable marketing directors to: manage their complex multifaceted role in an increasingly regulated environment; ensure corporate planning is effective regardless of the size of the organisation; and ensure strategic and tactical plans are aligned and that the results desired by the board are achieved in the various marketing functions of the organization."--Jacket.

Corporate governance.

Marketing executives.

Corporate governance.

Marketing executives.

Michaluk, Gerald.

20201207090345.0

[Book]

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