TY  - BOOK
AU  - Michaluk,Gerald
TI  - The marketing director's role in business planning and corporate governance
SN  - 9781119205999
AV  - HD2741 .M53 2007eb
U1  - 658.4/01 22
PY  - 2007///
CY  - Chichester, England, Hoboken, NJ
PB  - John Wiley & Sons
KW  - Corporate governance
KW  - Marketing executives
KW  - Gouvernement d'entreprise
KW  - Responsables marketing
KW  - BUSINESS & ECONOMICS
KW  - Workplace Culture
KW  - bisacsh
KW  - Corporate Governance
KW  - Leadership
KW  - Organizational Development
KW  - fast
N1  - Includes bibliographical references (pages 275-276) 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 CONTROL
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119205999
ER  -