Marketing Director s Role in Business Planning and Corporate Governanc

Informationen zum Autor 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. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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". Boardro...

Sommario

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

Relazione

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

Dettagli sul prodotto

• Autori: G Michaluk, Gerald Michaluk, Gerald (Marketing Management Services In Michaluk, Gerald (Marketing Management Services International) Michaluk, Michaluk Gerald
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 30.11.2007
• EAN: 9780470515808
• ISBN: 978-0-470-51580-8
• Pagine: 312
• Categorie: Saggistica > Politica, società, economia > Economia aziendale, impresa; Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing