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