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035   $a(OCoLC)297185760
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101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 14$aThe marketing director's role in business planning and corporate governance /$fGerald Michaluk
210  1$aWest Sussex, England :$cJohn Wiley & Sons Ltd,$d2007.
210  4$dİ2007
215   $a1 online resource (314 p.)
300   $aDescription based upon print version of record.
311   $a0-470-51580-5 
320   $aIncludes bibliographical references and index.
327   $aThe 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
327   $aCHAPTER 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; INDEX
330   $aCorporate 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
606   $aCorporate governance
606   $aMarketing executives
615  0$aCorporate governance.
615  0$aMarketing executives.
676   $a658.4
676   $a658.401
676   $a658.422
700   $aMichaluk$b Gerald$01602738
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910831174903321
996   $aThe marketing director's role in business planning and corporate governance$93926783
997   $aUNINA