학술논문
Engaging boards on the future of marketing.
Document Type
Article
Source
Subject
*Marketing strategy
*Boards of directors
*Senior leadership teams
*Strategic planning
*Marketing planning
*Customer relations
*Consumer research
*Marketing research
*Marketing audits
*Brand image
*Recruiting of directors of corporations
Social media
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Language
ISSN
0047-5394
Abstract
The article looks at trends in corporate marketing strategies and how boards of directors can contribute in the marketing area, as of 2013. It notes that changes including the advent of social media and the proliferation of available data are significantly affecting how businesses interact with customers in ways that make it beneficial to spread marketing strategy beyond a single marketing department. The authors describe steps various firms' senior executives have taken to involve their board members in marketing strategy, including arranging for them to visit different company sites or peer companies. Topics include board involvement in brand management issues, placing customer engagement on boards' agendas, and recruitment of board members.