{"product_id":"the-marketing-directors-role-in-business-planning-and-corporate-governance-9780470515808","title":"The Marketing Directors Role in Business Planning","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eCorporate 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"Intelligently written, accessible, and full of real-world advice, Michaluk has produced an authoritative book.\"  (\u003ci\u003eThe Marketer\u003c\/i\u003e, February 2008)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eACKNOWLEDGEMENTS.  \u003cp\u003eACRONYMS USED IN THE TEXT.\u003c\/p\u003e \u003cp\u003e1 BOARD LEVEL IMPLICATIONS.\u003c\/p\u003e \u003cp\u003eThe role of the board of directors.\u003c\/p\u003e \u003cp\u003eThe marketing director as a leader.\u003c\/p\u003e \u003cp\u003eTypes of director.\u003c\/p\u003e \u003cp\u003eThe managing director.\u003c\/p\u003e \u003cp\u003eWith great risk there has to be great rewards.\u003c\/p\u003e \u003cp\u003eCompany minutes and resolutions.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 WHO DO WE SERVE AS DIRECTORS?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSurveying the organisation.\u003c\/p\u003e \u003cp\u003ePublics maps.\u003c\/p\u003e \u003cp\u003eCompany stakeholders.\u003c\/p\u003e \u003cp\u003eGrowth in consumerism.\u003c\/p\u003e \u003cp\u003eThe big picture.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e3 THE TOOLS AND AIDS AVAILABLE TO THE MARKETING DIRECTOR.\u003c\/p\u003e \u003cp\u003eTime management.\u003c\/p\u003e \u003cp\u003eAssistants.\u003c\/p\u003e \u003cp\u003eThe marketing director’s primary areas of responsibility.\u003c\/p\u003e \u003cp\u003eInformation and its value.\u003c\/p\u003e \u003cp\u003eKnowledge security.\u003c\/p\u003e \u003cp\u003eMarketing intelligence.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e4 MARKETING ADVANTAGE FROM TOP DOWN AND BOTTOM UP.\u003c\/p\u003e \u003cp\u003eLeadership and leading by example.\u003c\/p\u003e \u003cp\u003eC4IRS.\u003c\/p\u003e \u003cp\u003eCommunications and command.\u003c\/p\u003e \u003cp\u003eControl.\u003c\/p\u003e \u003cp\u003eIntelligence.\u003c\/p\u003e \u003cp\u003eSurveillance.\u003c\/p\u003e \u003cp\u003eReconnaissance.\u003c\/p\u003e \u003cp\u003eMcKinsey’s 7-S model.\u003c\/p\u003e \u003cp\u003eAll together.\u003c\/p\u003e \u003cp\u003eThe open mind.\u003c\/p\u003e \u003cp\u003eBreakthrough marketing.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e5 CORPORATE GOVERNANCE AND RISK ASSESSMENT.\u003c\/p\u003e \u003cp\u003eThe FRC Code of Conduct.\u003c\/p\u003e \u003cp\u003eWhat’s it all worth?\u003c\/p\u003e \u003cp\u003eDoes anyone comply?\u003c\/p\u003e \u003cp\u003eRisk.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e6 INNOVATION AND BUSINESS PLANNING RESEARCH.\u003c\/p\u003e \u003cp\u003eChicken or egg?\u003c\/p\u003e \u003cp\u003eUnique selling proposition.\u003c\/p\u003e \u003cp\u003eIncremental improvements.\u003c\/p\u003e \u003cp\u003eTraditional market research.\u003c\/p\u003e \u003cp\u003eValidity and reliability.\u003c\/p\u003e \u003cp\u003eAccess to information.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e7 BUSINESS PLANNING PROCESS.\u003c\/p\u003e \u003cp\u003eCorporate vision mission and values.\u003c\/p\u003e \u003cp\u003eHow long should you spend on business planning?\u003c\/p\u003e \u003cp\u003eSTORM.\u003c\/p\u003e \u003cp\u003eThe board’s role.\u003c\/p\u003e \u003cp\u003e8 BENCHMARKING PERFORMANCE.\u003c\/p\u003e \u003cp\u003eThe ABCD–WOW of benchmarking.\u003c\/p\u003e \u003cp\u003eProject planning.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e9 CORPORATE SYSTEMS TO AID MANAGEMENT AND CONTROL.\u003c\/p\u003e \u003cp\u003eOn Demand.\u003c\/p\u003e \u003cp\u003eRelationship systems.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e10 BOARDROOM POLITICS: “ONLY THE PARANOID SURVIVE”.\u003c\/p\u003e \u003cp\u003eBoardroom threats.\u003c\/p\u003e \u003cp\u003eKnowledge is power.\u003c\/p\u003e \u003cp\u003eStandard protection mechanisms.\u003c\/p\u003e \u003cp\u003eRisk takers.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e11 THE STOCK MARKET.\u003c\/p\u003e \u003cp\u003eThe role of finance.\u003c\/p\u003e \u003cp\u003eShareholders.\u003c\/p\u003e \u003cp\u003eProfit and loss accounts and balance sheets.\u003c\/p\u003e \u003cp\u003eGearing.\u003c\/p\u003e \u003cp\u003eInvestor evaluation of your stock.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e12 FLOTATION AND BEYOND.\u003c\/p\u003e \u003cp\u003eTo float or not to float?\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e13 SHAREHOLDER VALUE.\u003c\/p\u003e \u003cp\u003eReturn on investment.\u003c\/p\u003e \u003cp\u003eThe old military model of selection.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e14 COMPETENCE, INTEGRITY, HONOUR AND TRUST.\u003c\/p\u003e \u003cp\u003eThe director’s role.\u003c\/p\u003e \u003cp\u003eAPPENDIX 1.\u003c\/p\u003e \u003cp\u003eAPPENDIX 2.\u003c\/p\u003e \u003cp\u003eGLOSSARY OF MARKETING TERMS.\u003c\/p\u003e \u003cp\u003eBIBLIOGRAPHY.\u003c\/p\u003e \u003cp\u003eINDEX.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49525377663319,"sku":"9780470515808","price":43.77,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470515808.jpg?v=1731860283","url":"https:\/\/bookcurl.com\/products\/the-marketing-directors-role-in-business-planning-and-corporate-governance-9780470515808","provider":"Book Curl","version":"1.0","type":"link"}