By Gerald Michaluk
Company governance is a sizzling subject, as is the necessity for advertising to function at board point. yet no-one has but introduced the 2 matters jointly. This e-book alterations that. Gerald MichIaluk builds at the most recent study to aid advertising and marketing administrators include advertising and marketing platforms and most sensible perform right into a board’s decision-making process.Michaluk outlines marketing’s key function in alerting the board to marketplace stipulations that advantage adjustment of the company technique, hence making sure that method is predicated on sound intelligence and level-headed in industry fact. The ebook is illustrated with examples from a number of most sensible businesses, in addition to interviews with their CEOs and CMOs.
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Additional info for The Marketing Director's Role in Business Planning and Corporate Governance
Example text
What a difference. I produced a much more recognisable drawing of the plant, which came as a great surprise. Often the surrounding spaces are more important than the object that fi lls your view, and what is missing from the publics map is just as revealing. What should I see? What relationships are we missing out on? WHO DO WE SERVE AS DIRECTORS? Publics mapping is a vital ingredient in gaining a true understanding of the relationships between your marketing function and its stakeholders and should be drawn out early in the planning process.
There are many models that support control, from BS EN ISO 9001 systems to balanced scorecards and dashboards, all of which will be discussed in later chapters. BS EN ISO 9001 and other quality initiatives Whether its Six Sigma or any other quality initiative the basic idea is to document what you do and do what you say. What separates T H E T O O L S A N D A I D S AVA I L A B L E a hugely successful franchise operation from a “mum and dad” single outlet is systems that are documented, rigorously applied and tightly controlled.
The price of a cup of coffee. g. a chart showing the price of a cup of coffee over time at a particular location. g. for the best quality, price and convenience buy your coffee at Fred’s place. g. if we set up a coffee shop closer than Fred’s with better quality at a lower price we can make a huge profit. Reconnaissance The Duke of Wellington said “time spent in reconnaissance is seldom wasted” and this is as equally true in business as it is in war. Think of the choice of a retail site; you may have all the demographics of the area with overlays of purchasing behaviour, but nothing is better than walking the streets around the site, counting the foot traffic and getting a feel for the location and demographics.