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The Marketing Director's Role in Business Planning and Corporate Governance by Gerald Michaluk 9780470515808
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The Marketing Director's Role in Business Planning and Corporate Governance by Gerald Michaluk 9780470515808

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9780470515808
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Description

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.

Book Information
ISBN 9780470515808
Author Gerald Michaluk
Format Hardback
Page Count 312
Imprint John Wiley & Sons Ltd
Publisher John Wiley and Sons Ltd
Weight(grams) 602g

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