品牌：Gerald Michaluk
基本信息
·出版社：John Wiley & Sons
·页码：312 页码
·出版日：2008年
·ISBN：0470515805
·条码：9780470515808
·装帧：精装
内容简介
在线阅读本书
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.
作者简介
Gerald Michaluk is the founder and CEO of Marketing Management Services International, one of the worlds leading strategic marketing consultancies and market research providers.Having worked with a host of leading companies in both good and bad times such as Lucent Technologies, Compaq Computers, Hewlett Packard, Innogy, Scottish Power and over 200 SME’s. Gerald has a depth and breadth of knowledge and has had to deal with some very challenging.Working often at board level and being an active business angel investing in companies as diverse as Antique Warehouses to Internet firms both nationally and internationally, Gerald has determined why marketing directors excel or fail miserably.Gerald is a former university lecturer and a highly regarded international speaker and author.
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Review
"Intelligently written, accessible, and full of real-world advice, Michaluk has produced an authoritative book." (The Marketer, February 2008)
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