Gerald Michaluk

The Marketing Director's Role in Business Planning and Corporate Governance (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 312
• Erscheinungstermin: 31. Juli 2008
• Englisch
• ISBN-13: 9780470986653
• Artikelnr.: 38207299

Autorenporträt

Gerald Michaluk is the founder and CEO of Marketing Management Services International, one of the worlds leading strategic marketing consultancies and market research providers. Having worked with a host of leading companies in both good and bad times such as Lucent Technologies, Compaq Computers, Hewlett Packard, Innogy, Scottish Power and over 200 SME's. Gerald has a depth and breadth of knowledge and has had to deal with some very challenging. Working often at board level and being an active business angel investing in companies as diverse as Antique Warehouses to Internet firms both nationally and internationally, Gerald has determined why marketing directors excel or fail miserably. Gerald is a former university lecturer and a highly regarded international speaker and author.

Inhaltsangabe

ACKNOWLEDGEMENTS ACRONYMS USED IN THE TEXT 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 Summary 2 WHO DO WE SERVE AS
DIRECTORS? Surveying the organisation Publics maps Company stakeholders
Growth in consumerism The big picture Summary 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 Summary 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 Summary 5 CORPORATE GOVERNANCE AND RISK ASSESSMENT The FRC Code
of Conduct What's it all worth? Does anyone comply? Risk Summary 6
INNOVATION AND BUSINESS PLANNING RESEARCH Chicken or egg? Unique selling
proposition Incremental improvements Traditional market research Validity
and reliability Access to information Summary 7 BUSINESS PLANNING PROCESS
Corporate vision mission and values How long should you spend on business
planning? STORM The board's role 8 BENCHMARKING PERFORMANCE The ABCD-WOW of
benchmarking Project planning Summary 9 CORPORATE SYSTEMS TO AID MANAGEMENT
AND CONTROL On Demand Relationship systems Summary 10 BOARDROOM POLITICS:
"ONLY THE PARANOID SURVIVE" Boardroom threats Knowledge is power Standard
protection mechanisms Risk takers Summary 11 THE STOCK MARKET The role of
finance Shareholders Profit and loss accounts and balance sheets Gearing
Investor evaluation of your stock Summary 12 FLOTATION AND BEYOND To float
or not to float? Summary 13 SHAREHOLDER VALUE Return on investment The old
military model of selection Summary 14 COMPETENCE, INTEGRITY, HONOUR AND
TRUST The director's role APPENDIX 1 APPENDIX 2 GLOSSARY OF MARKETING TERMS
BIBLIOGRAPHY INDEX

Rezensionen

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