The marketing director's role in business planning and corporate governance

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. 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

current Thinking On Corporate Governance, Strategic Planning, Ethical Behaviour, As Well As The Regulatory Environment And Recent Changes To Company Law Are Considered With A View On How They Will Impact The Role Of The Marketing Director.

marketing Guru, Experienced Company Director, Ceo And Business Angel Gerald Michaluk Describes The Key Roles, Responsibilities And Liabilities Associated With Taking Up A Board Level Position.

systems And Processes Are Described In Detail That Will Help The Marketing Director Stay On Top Of All The Board Level Functions, While Providing The Vital Marketing Intelligence That Is The Life Blood Of A Successful Corporate Strategy And Hence Successful Company.

the Marketing Director Will Enable Marketing Directors To:

• manage Their Complex Multi-facetted Role In An Increasingly Regulated Environment.

• ensure Corporate Planning Is Effective Regardless Of The Size Of The Organisation.

• ensure Strategic And Tactical Plans Are Aligned And That The Results Desired By The Board Are Achieved In The Various Marketing Functions Of The Organisation.

knowledge Is Power So Be Better Than All The Rest.

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.

"The Marketing Director's Role in Business Planning and Corporate Governance will enable marketing directors to: manage their complex multifaceted role in an increasingly regulated environment; ensure corporate planning is effective regardless of the size of the organisation; and ensure strategic and tactical plans are aligned and that the results desired by the board are achieved in the various marketing functions of the organization."--Jacket