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 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

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.

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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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.

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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.