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Marketing in the Boardroom : Winning the Hearts and Minds of the Board.
・ISBN 978-1-138-28179-0 hard GB£ 171.99
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・ISBN 978-1-138-28181-3 paper GB£ 43.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-27094-4
| 著者・編者 | Saunders, Ruth, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2017 |
| ページ数 | 230 pp. |
| 言語 | ENG |
| ニュース番号 | ＜636-L885 636-P1942＞ |
解説
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.