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
分类: 图书,进口原版书,经管与理财 Business & Investing ,
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