| Document Type
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BL
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| Record Number
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975330
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| Doc. No
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b729700
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| Main Entry
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Michaluk, Gerald.
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| Title & Author
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The marketing director's role in business planning and corporate governance /\ Gerald Michaluk.
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| Publication Statement
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Chichester, England ;Hoboken, NJ :: John Wiley & Sons,, ©2007.
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| Page. NO
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1 online resource (xvi, 296 pages) :: illustrations
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| ISBN
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0470986654
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: 1119205999
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: 9780470986653
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: 9781119205999
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| Bibliographies/Indexes
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Includes bibliographical references (pages 275-276) and index.
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| Contents
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The Marketing Director's Role in Business Planning and Corporate Governance; CONTENTS; ACKNOWLEDGEMENTS; ACRONYMS USED IN THE TEXT; CHAPTER 1: BOARD LEVEL IMPLICATIONS; CHAPTER 2: WHO DO WE SERVE AS DIRECTORS?; CHAPTER 3: THE TOOLS AND AIDS AVAILABLE TO THE MARKETING DIRECTOR; CHAPTER 4: MARKETING ADVANTAGE FROM TOP DOWN AND BOTTOM UP; CHAPTER 5: CORPORATE GOVERNANCE AND RISK ASSESSMENT; CHAPTER 6: INNOVATION AND BUSINESS PLANNING RESEARCH; CHAPTER 7: BUSINESS PLANNING PROCESS; CHAPTER 8: BENCHMARKING PERFORMANCE; CHAPTER 9: CORPORATE SYSTEMS TO AID MANAGEMENT AND CONTROL.
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| Abstract
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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 h.
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| Subject
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Corporate governance.
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Marketing executives.
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BUSINESS ECONOMICS-- Corporate Governance.
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BUSINESS ECONOMICS-- Leadership.
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BUSINESS ECONOMICS-- Organizational Development.
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BUSINESS ECONOMICS-- Workplace Culture.
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Corporate governance.
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| Subject
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Marketing executives.
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| Dewey Classification
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658.4/01
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| LC Classification
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HD2741.M53 2007eb
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