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企业规划与公司治理中市场总监的角色The Marketing Director's Role in Business Planning and Corporate Governance

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作者: Gerald Michaluk著

出 版 社:

出版时间: 2008-1-1字数:版次: 1页数: 296印刷时间: 2008/01/01开本: 16开印次: 1纸张: 胶版纸I S B N : 9780470515808包装: 精装编辑推荐

作者简介:

Gerald Michaluk is the founder and CEO of Marketing Management Services International, one of the worlds leading strategic marketing consultancies and market research providers.

内容简介

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.

目录

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

 
 
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