03260nam 2200601 450 991014409940332120170815111049.01-119-20599-91-281-84123-497866118412320-470-98665-4(CKB)1000000000553529(EBL)366812(OCoLC)297185760(SSID)ssj0000198053(PQKBManifestationID)12056620(PQKBTitleCode)TC0000198053(PQKBWorkID)10168511(PQKB)10285157(MiAaPQ)EBC366812(EXLCZ)99100000000055352920160818h20072007 uy 0engur|n|---|||||txtccrThe marketing director's role in business planning and corporate governance /Gerald MichalukWest Sussex, England :John Wiley & Sons Ltd,2007.©20071 online resource (314 p.)Description based upon print version of record.0-470-51580-5 Includes bibliographical references and index.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 CONTROLCHAPTER 10: BOARDROOM POLITICS: "ONLY THE PARANOID SURVIVE"CHAPTER 11: THE STOCK MARKET; CHAPTER 12: FLOTATION AND BEYOND; CHAPTER 13: SHAREHOLDER VALUE; CHAPTER 14: COMPETENCE, INTEGRITY, HONOUR AND TRUST; APPENDIX 1: MARKETING MANAGEMENT SERVICES INTERNATIONAL LTD.; APPENDIX 2: GRANT THORNTON RESEARCH; GLOSSARY OF MARKETING TERMS; BIBLIOGRAPHY; INDEXCorporate 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 aCorporate governanceMarketing executivesElectronic books.Corporate governance.Marketing executives.658.4658.401658.422Michaluk Gerald983449MiAaPQMiAaPQMiAaPQBOOK9910144099403321The marketing director's role in business planning and corporate governance2245021UNINA