The Marketing Director's Role in Business Planning and Corporate GovernanceISBN: 978-0-470-51580-8
Hardcover
312 pages
January 2008
|
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 latest research to help marketing directors incorporate
marketing systems and best practice into a board’s
decision-making process.
Michaluk outlines marketing’s key role in alerting the board to market conditions that merit adjustment of the corporate strategy, thus ensuring that strategy is based on sound intelligence and grounded in market reality. The book is illustrated with examples from a host of top companies, as well as interviews with their CEOs and CMOs.