{"product_id":"the-marketing-directors-role-in-business-planning-and-corporate-governance-isbn-9780470515808","title":"The Marketing Director's Role in Business Planning and Corporate Governance","description":"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.  \u003cp\u003eMichaluk 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. \u003c\/p\u003e  ACKNOWLEDGEMENTS.  \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 \"Intelligently written, accessible, and full of real-world advice, Michaluk has produced an authoritative book.\"  (\u003ci\u003eThe Marketer\u003c\/i\u003e, February 2008)  \u003cb\u003eGerald Michaluk\u003c\/b\u003e is the founder and CEO of Marketing Management Services International, one of the worlds leading strategic marketing consultancies and market research providers.\u003cbr\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e Gerald is a former university lecturer and a highly regarded international speaker and author.  Current thinking on corporate governance, strategic planning, ethical behaviour, as well as the regulatory environment and recent changes to company law are considered with a view on how they will impact the role of the marketing director.  \u003cp\u003eMarketing guru, experienced company director, CEO and business angel Gerald Michaluk describes the key roles, responsibilities and liabilities associated with taking up a board level position.\u003c\/p\u003e \u003cp\u003eSystems and processes are described in detail that will help the marketing director stay on top of all the board level functions, while providing the vital marketing intelligence that is the life blood of a successful corporate strategy and hence successful company.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Marketing Director\u003c\/i\u003e will enable marketing directors to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eManage their complex multi-facetted role in an increasingly regulated environment.\u003c\/li\u003e \u003cli\u003eEnsure corporate planning is effective regardless of the size of the organisation.\u003c\/li\u003e \u003cli\u003eEnsure strategic and tactical plans are aligned and that the results desired by the board are achieved in the various marketing functions of the organisation.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eKnowledge is power so be better than all the rest.\u003c\/p\u003e In this hugely practical book, \u003ci\u003eThe Marketing Director,\u003c\/i\u003e Gerald Michaluk introduces the complex role that must be fulfilled by the marketing director if the company they work for is to excel regardless of market conditions.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990284353765,"sku":"NP9780470515808","price":55.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470515808.jpg?v=1761787199","url":"https:\/\/k12savings.com\/products\/the-marketing-directors-role-in-business-planning-and-corporate-governance-isbn-9780470515808","provider":"K12savings","version":"1.0","type":"link"}