The marketing director's role in business planning and corporate governance /
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 b...
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Chichester, England ; Hoboken, NJ :
John Wiley & Sons,
©2007.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
|---|---|
| Physical Description: | 1 online resource (xvi, 296 pages) : illustrations |
| Bibliography: | Includes bibliographical references (pages 275-276) and index. |
| ISBN: | 9781119205999 1119205999 9780470986653 0470986654 |