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Bringing Customers into the Boardroom
Court, David; Quelch, John A.; Crawford, Blair; McGovern, GailArticle HBS-R0411D-EMarketingMisguided marketing strategies have destroyed more shareholder value than shoddy accounting or shady fiscal practices. Yet, marketing functions typically reside deep in the organization, far from the executive suite and boardroom, and they are often poorly aligned with corporate strategy. Boards of directors, it would seem, have compelling reasons to monitor their companies' marketing activities. The authors argue that boards lack a clear underst...Starting at €8.20
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Lleve sus clientes al consejo de administración
Court, David; Quelch, John A.; Crawford, Blair; McGovern, GailArticle HBS-R0411DMarketingestrategias de marketing equivocadas han destruido más valor para los accionistas de la contabilidad de mala calidad o prácticas fiscales sombra. Sin embargo, las funciones de marketing normalmente residen profundamente en la organización, lejos de la suite ejecutiva y la sala de juntas, y están a menudo mal alineados con la estrategia corporativa. Los consejos de administración, al parecer, tienen razones de peso para monitorear las actividades ...Starting at €8.20
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Outsourcing Marketing (Spanish version)
McGovern, Gail; Quelch, John A.Article HBS-F0503JMarketingMarketing is becoming more analytic and less creative. That's why, HBS professors Gail McGovern and John Quelch assert, more companies are finding it makes sense to outsource many marketing functions.Starting at €8.20