| Document Type
|
:
|
BL
|
| Record Number
|
:
|
1041773
|
| Doc. No
|
:
|
b796143
|
| Main Entry
|
:
|
Michaluk, Gerald.
|
| Title & Author
|
:
|
The marketing director's role in business planning and corporate governance /\ Gerald Michaluk.
|
| Publication Statement
|
:
|
Chichester, England ;Hoboken, NJ :: John Wiley & Sons,, ©2007.
|
| Page. NO
|
:
|
xvi, 296 pages :: illustrations ;; 24 cm
|
| ISBN
|
:
|
0470515805
|
|
|
:
|
: 9780470515808
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references (pages 275-276) and index.
|
| 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.
|
| Abstract
|
:
|
"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.
|
| Subject
|
:
|
Corporate governance.
|
| Subject
|
:
|
Marketing executives.
|
| Subject
|
:
|
Corporate governance.
|
| Subject
|
:
|
Marketing executives.
|
| Dewey Classification
|
:
|
658.4/01
|
| LC Classification
|
:
|
HD2741.M53 2007
|