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Ruth Saunders

Marketing in the Boardroom

★★★★★
★★★★★
€179.80
A01=Ruth Saunders
Author_Ruth Saunders
Baby Food Market
board
Board Recommendation
boardroom
boardroom marketing strategy guide
Brand Essence
Brand Portfolio
Business Case
business growth models
Category=KJMB
Category=KJMV7
Category=KJS
CCO
Ceo
Chief Executive Officer
commercial
commercial credibility
corporate governance strategy
credability
Customer Segmentation
Customer Segments
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
executive decision making
Global Brand Positioning
HP Sauce
innovation
Loyal Users
marketers
marketing
members
organisational leadership
Personalised Customer Experience
pitch
Presentation Deck
Purchase Drivers
Purchase Funnel
Real Life Case Study
Robust Business Case
ROI
SAB Miller
Scarce Innovation
strategic stakeholder engagement
strategies
Superior Customer Experience
UK Brand
UK Grocery Retailer

Product details

  • ISBN 9781138281790
  • Weight: 476g
  • Dimensions: 156 x 234mm
  • Publication Date: 19 Apr 2017
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.

About Ruth Saunders
Ruth Saunders is a joint founder and leading partner of Galleon Blue – a consultancy that merges commercial thinking with marketing and branding to help companies maximise the value and return of their brands. Ruth Saunders uses her years of experience as a strategy consultant, marketer, advertising planner and market researcher to help clients develop, get Board buy-in to and implement innovative marketing strategies that deliver tangible business growth. Her work includes developing commercially actionable customer segmentations, developing innovative brands from scratch, creating new brand positionings for growth, building strong global brands, streamlining brand portfolios and architectures, conducting brand migrations, optimising the customer and brand experience and increasing marketing spend effectiveness. She is also a trainer, speaker and coach.　 Prior to setting up Galleon Blue, Ruth was a •  Marketing and branding consultant at McKinsey & Co and Prophet • Strategic advertising planner with Saatchi & Saatchi and Mustoes • Marketer and Market Researcher with packaged goods companies, Procter & Gamble and Mars Inc. • Graduate from Birmingham University, with a Batchelor’s Degree in Statistics, followed by a post-graduate Diploma in Marketing.