Summary

Marketing in the Boardroom is an instructive and easy-to- use guide for board members and senior management interested in effective boardroom dialogue around brands and marketing. For most companies, brands are significant assets and marketing is a major investment. Yet how often - and how effectively - are brand and marketing decisions and investments rigorously analysed in the boardroom? This book will promote an effective dialogue between directors and management. The practical question and answer format will provide easy reference and help facilitate discussion around whether their company's marketing is firmly focused on customer impact, and ultimately maximising shareholder returns.