The Marketing Director's Role in Business Planning and Corporate Governance
Erschienen am 31. Juli 2008
312 Seiten
978-0-470-98665-3 (ISBN)
Beschreibung
Corporate governance is a hot topic, as is the need for marketingto operate at board level. But no-one has yet brought the twoissues together. This book changes that. Gerald MichIaluk builds onthe latest research to help marketing directors incorporatemarketing systems and best practice into a board'sdecision-making process.
Michaluk outlines marketing's key role in alerting theboard to market conditions that merit adjustment of the corporatestrategy, thus ensuring that strategy is based on soundintelligence and grounded in market reality. The book isillustrated with examples from a host of top companies, as well asinterviews with their CEOs and CMOs.
Michaluk outlines marketing's key role in alerting theboard to market conditions that merit adjustment of the corporatestrategy, thus ensuring that strategy is based on soundintelligence and grounded in market reality. The book isillustrated with examples from a host of top companies, as well asinterviews with their CEOs and CMOs.
Weitere Details
Weitere Ausgaben
Person
Gerald Michaluk is the founder and CEO of MarketingManagement Services International, one of the worlds leadingstrategic marketing consultancies and market researchproviders.
Having worked with a host of leading companies in both good and badtimes such as Lucent Technologies, Compaq Computers, HewlettPackard, Innogy, Scottish Power and over 200 SME's. Geraldhas a depth and breadth of knowledge and has had to deal with somevery challenging.
Working often at board level and being an active business angelinvesting in companies as diverse as Antique Warehouses to Internetfirms both nationally and internationally, Gerald has determinedwhy marketing directors excel or fail miserably.
Gerald is a former university lecturer and a highly regardedinternational speaker and author.
Having worked with a host of leading companies in both good and badtimes such as Lucent Technologies, Compaq Computers, HewlettPackard, Innogy, Scottish Power and over 200 SME's. Geraldhas a depth and breadth of knowledge and has had to deal with somevery challenging.
Working often at board level and being an active business angelinvesting in companies as diverse as Antique Warehouses to Internetfirms both nationally and internationally, Gerald has determinedwhy marketing directors excel or fail miserably.
Gerald is a former university lecturer and a highly regardedinternational speaker and author.
Inhalt
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 ofresponsibility.
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 PARANOIDSURVIVE".
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.
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 ofresponsibility.
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 PARANOIDSURVIVE".
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.
