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.
Author(s): Gerald Michaluk
Edition: 1
Year: 2008
Language: English
Pages: 312
The Marketing Director’s Role in Business Planning and Corporate Governance......Page 1
CONTENTS......Page 9
ACKNOWLEDGEMENTS......Page 15
ACRONYMS USED IN THE TEXT......Page 17
CHAPTER 1: BOARD LEVEL IMPLICATIONS......Page 19
THE ROLE OF THE BOARD OF DIRECTORS......Page 20
THE MARKETING DIRECTOR AS A LEADER......Page 22
TYPES OF DIRECTOR......Page 23
THE MANAGING DIRECTOR......Page 28
WITH GREAT RISK THERE HAS TO BE GREAT REWARDS......Page 30
COMPANY MINUTES AND RESOLUTIONS......Page 32
SUMMARY......Page 33
CHAPTER 2: WHO DO WE SERVE AS DIRECTORS?......Page 35
PUBLICS MAPS......Page 36
COMPANY STAKEHOLDERS......Page 41
THE BIG PICTURE......Page 46
SUMMARY......Page 50
CHAPTER 3: THE TOOLS AND AIDS AVAILABLE TO THE MARKETING DIRECTOR......Page 51
TIME MANAGEMENT......Page 52
ASSISTANTS......Page 53
THE MARKETING DIRECTOR’S PRIMARY AREAS OF RESPONSIBILITY......Page 54
INFORMATION AND ITS VALUE......Page 64
KNOWLEDGE SECURITY......Page 67
MARKETING INTELLIGENCE......Page 71
SUMMARY......Page 74
LEADERSHIP AND LEADING BY EXAMPLE......Page 75
C4IRS......Page 76
COMMUNICATIONS AND COMMAND......Page 79
CONTROL......Page 84
INTELLIGENCE......Page 89
SURVEILLANCE......Page 92
RECONNAISSANCE......Page 93
MCKINSEY’S 7-S MODEL......Page 94
ALL TOGETHER......Page 98
THE OPEN MIND......Page 99
BREAKTHROUGH MARKETING......Page 101
SUMMARY......Page 107
CHAPTER 5: CORPORATE GOVERNANCE AND RISK ASSESSMENT......Page 109
THE FRC CODE OF CONDUCT......Page 110
WHAT’S IT ALL WORTH?......Page 111
DOES ANYONE COMPLY?......Page 112
RISK......Page 113
SUMMARY......Page 121
CHICKEN OR EGG?......Page 123
INCREMENTAL IMPROVEMENTS......Page 125
TRADITIONAL MARKET RESEARCH......Page 129
VALIDITY AND RELIABILITY......Page 142
ACCESS TO INFORMATION......Page 146
SUMMARY......Page 148
CHAPTER 7: BUSINESS PLANNING PROCESS......Page 149
CORPORATE VISION MISSION AND VALUES......Page 151
HOW LONG SHOULD YOU SPEND ON BUSINESS PLANNING?......Page 156
STORM......Page 157
THE BOARD’S ROLE......Page 161
CHAPTER 8: BENCHMARKING PERFORMANCE......Page 163
THE ABCD–WOW OF BENCHMARKING......Page 166
PROJECT PLANNING......Page 172
SUMMARY......Page 173
CHAPTER 9: CORPORATE SYSTEMS TO AID MANAGEMENT AND CONTROL......Page 175
ON DEMAND......Page 176
RELATIONSHIP SYSTEMS......Page 178
SUMMARY......Page 190
CHAPTER 10: BOARDROOM POLITICS: “ONLY THE PARANOID SURVIVE”......Page 191
KNOWLEDGE IS POWER......Page 192
STANDARD PROTECTION MECHANISMS......Page 195
RISK TAKERS......Page 196
SUMMARY......Page 201
THE ROLE OF FINANCE......Page 203
PROFIT AND LOSS ACCOUNTS AND BALANCE SHEETS......Page 205
GEARING......Page 208
INVESTOR EVALUATION OF YOUR STOCK......Page 209
SUMMARY......Page 212
CHAPTER 12: FLOTATION AND BEYOND......Page 213
TO FLOAT OR NOT TO FLOAT?......Page 214
SUMMARY......Page 220
CHAPTER 13: SHAREHOLDER VALUE......Page 221
RETURN ON INVESTMENT......Page 224
THE OLD MILITARY MODEL OF SELECTION......Page 229
SUMMARY......Page 231
THE DIRECTOR’S ROLE......Page 233
APPENDIX 1: MARKETING MANAGEMENT SERVICES INTERNATIONAL LTD.......Page 237
APPENDIX 2: GRANT THORNTON RESEARCH......Page 239
GLOSSARY OF MARKETING TERMS......Page 277
BIBLIOGRAPHY......Page 293
INDEX......Page 295
