Notice bibliographique
- Notice
000 cam 22 450
001 FRBNF455533400000000
010 .. $a 9781138281790
010 .. $a 1138281794
010 .. $a 9781138281813
010 .. $a 1138281816 $z 9781315270944 $z 9781351983587 $b ePub ebook $z 9781351983594 $b PDF ebook $z 9781351983570 $b Mobipocket ebook
035 .. $a OCoLC958798989
100 .. $a 20191216d2017 m y0engy50 ba
101 0. $a eng
102 .. $a GB
105 .. $a ||||z 00|y|
106 .. $a s $a r
135 .. $a |ru||||||||||
181 .0 $6 01 $a i $b xxxe
181 .. $6 02 $c txt $2 rdacontent
182 .0 $6 01 $a b
182 .. $6 02 $c c $2 rdamedia
200 1. $a Marketing in the boardroom $b Texte électronique $e winning the hearts and minds of the board $f Ruth Saunders
214 .0 $a Abingdon $a New York $c Routledge
214 .4 $d C 2017
215 .. $a 1 online resource (viii-217 p.) $c illustrations
300 .. $a Bibliogr. p. 2012-2013. Index
327 1. $a Part One : The importance of marketing in the boardroom ; The marketing issue ; The
ideal marketer ; Creating the ideal marketing team ; Part Two : Creating marketing
strategies that the Board will buy into ; Choosing who to target ; Choosing what to
support ; Choosing why to be in business ; Choosing where to market ; Choosing when
to engage people ; Part Three : Getting the Board on-board ; Winning the board members'
minds ; Winning the board members' hearts ; Winning the board members' confidence.
330 .. $a "It's no secret : marketing punches below its weight in the Boardroom. CEOs and other
board members perceive that marketers lack commercial credibility when compared to
their peers. Marketing in the Boardroom helps marketers to be more commercially credible
and thereby more successful in the Boardroom. Ruth Saunders explains the importance
of marketing in the Boardroom, and why marketers often struggle to engage the Board.
She then shows how to develop compelling marketing strategies that the Board will
buy into, offering a mix of practical solutions and varied case studies drawn from
her years of industry experience. In the final section, she helps marketers better
understand the Board mindset and language, demonstrating how to win over the Board
members' hearts, minds and confidence. Marketing in the Boardroom is an important
book for any aspiring marketers who are moving up the career ladder, particularly
those who are writing or giving presentations to the Board. It is also an important
book for their organizations, particularly those that struggle to give marketing the
support it needs to create customer-led strategies that will drive business growth"
-- From the publisher
676 .. $a 658.8 $v 23
801 .3 $a US $b OCoLC $c 20191216 $h 958798989 $2 marc21
801 .0 $b DLC $g rda
930 .. $5 FR-759999999:45553340001001 $a ACQNUM-110925 $b 759999999 $c Document numérisé $d N
