It's no secret: marketing punches below its weight in the
Boardroom. CEOs and other board members perceive that marketers
lack commercial credibility when compared to their peers. Marketing
in the Boardroom helps marketers to be more commercially credible
and thereby more successful in the Boardroom. Ruth Saunders
explains the importance of marketing in the Boardroom, and why
marketers often struggle to engage the Board. She then shows how to
develop compelling marketing strategies that the Board will buy
into, offering a mix of practical solutions and varied case studies
drawn from her years of industry experience. In the final section,
she helps marketers better understand the Board mindset and
language, demonstrating how to win over the Board members' hearts,
minds and confidence. Marketing in the Boardroom is an important
book for any aspiring marketers who are moving up the career
ladder, particularly those who are writing or giving presentations
to the Board. It is also an important book for their organizations,
particularly those that struggle to give marketing the support it
needs to create customer-led strategies that will drive business
growth.
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