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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
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