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Full Description
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.
Contents
Introduction
Overview
Part one: the importance of marketing in the boardroom
1. The marketing issue
2. The ideal marketer
3. Creating the ideal marketing team
Part two: creating marketing strategies that the board will buy
Overview
4. Choosing who to target
5. Choosing what to support
6. Choosing why to be in business
7. Choosing where to market
8. Choosing when to engage people
Part three: getting the board on-board
Overview
9. Winning the board members' minds
10. Winning the board members 'hearts
11. Winning the board members' confidence
