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The Marketing Director's Role in Business Planning and Corporate Governance (Hardcover)

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Product Overview

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.


Publisher John Wiley & Sons
Mfg Part# 9780470515808
SKU 206554733
Format Hardcover
ISBN10 0470515805
Release Date 8/13/2012
Product Attributes
Book Format Hardcover
Number of Pages 0296
Publisher John Wiley & Sons
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