The Marketing Director's Role in Business Planning and Corporate Governance Book

Acknowledgements     xiii
Acronyms Used in the Text     xv
Board Level Implications     1
The role of the board of directors     2
The marketing director as a leader     4
Types of director     5
The managing director     10
With great risk there has to be great rewards     12
Company minutes and resolutions     14
Summary     15
Who do We Serve as Directors?     17
Surveying the organisation     18
Publics maps     18
Company stakeholders     23
Growth in consumerism     28
The big picture     28
Summary     32
The Tools and Aids Available to the Marketing Director     33
Time management     34
Assistants     35
The marketing director's primary areas of responsibility     36
Information and its value     46
Knowledge security     49
Marketing intelligence     53
Summary     56
Marketing Advantage from Top Down and Bottom Up     57
Leadership and leading by example     57
C4IRS     58
Communications and command     61
Control     66
Intelligence     71
Surveillance     74
Reconnaissance     75
McKinsey's 7-S model     76
All together     80
The open mind     81
Breakthrough marketing     83
Summary     89
Corporate Governance and Risk Assessment     91
The FRC Code of Conduct     92
What's it all worth?     93
Does anyone comply?     94
Risk     95
Summary     103
Innovation and Business Planning Research     105
Chicken or egg?     105
Unique selling proposition     107
Incremental improvements     107
Traditional market research     111
Validity and reliability     124
Access to information     128
Summary     130
Business Planning Process     131
Corporate vision mission and values     133
How long should you spend on business planning?     138
Storm     139
The board's role     143
Benchmarking Performance     145
The ABCD-WOW of benchmarking     148
Project planning     154
Summary     155
Corporate Systems to Aid Management and Control     157
On Demand     158
Relationship systems     160
Summary     172
Boardroom Politics: "Only the Paranoid Survive"     173
Boardroom threats     174
Knowledge is power     174
Standard protection mechanisms     177
Risk takers     178
Summary     183
The Stock Market     185
The role of finance     185
Shareholders     187
Profit and loss accounts and balance sheets     187
Gearing     190
Investor evaluation of your stock     191
Summary     194
Flotation and Beyond     195
To float or not to float?     196
Summary     202
Shareholder Value     203
Return on investment     206
The old military model of selection     211
Summary     213
Competence, Integrity, Honour and Trust     215
The director's role     215
Appendix 1     219
Appendix 2     221
Glossary of Marketing Terms      259
Bibliography     275
Index     277