Take Action
Home | Faculty & Research Overview | Research
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)
Date Published
1999
Citations
Kotler, Philip. 1999. Boards Should Tune in to Corporate Marketing Programs. Directorship. 25(7): 12-13, 19.
KELLOGG INSIGHT
Explore leading research and ideas
Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more
COURSE CATALOG
Review Courses & Schedules
Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE
DEGREE PROGRAMS
Discover the path to your goals
Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more