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

Author: Gerald Michaluk
Publisher: Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gerald Michaluk
ISBN: 9780470515808 0470515805
OCLC Number: 177067344
Description: xvi, 296 pages : illustrations ; 24 cm
Contents: 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.
Responsibility: Gerald Michaluk.
More information:

Abstract:

Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the  Read more...

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"Intelligently written, accessible, and full of real-world advice, Michaluk has produced an authoritative book." ( The Marketer , February 2008)

 
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