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Research Details

Boards Should Tune in to Corporate Marketing Programs, Directorship

Abstract

Focuses on the ways by which company board members can evaluate existing and proposed marketing campaigns and develop questions they should ask to their management. How chief executive officers should view marketing; Significant procedures to consider for an effective marketing effort; Marketing indicators featured in a marketing scorecard.

Type

Article

Author(s)

Philip Kotler

Date Published

1999

Citations

Kotler, Philip. 1999. Boards Should Tune in to Corporate Marketing Programs. Directorship. 25(7): 12-13, 19.

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