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

书籍目录

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

作者简介

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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.

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