Most boards should pay more attention to marketing governance to accomplish two main benefits for the company: shareholder value enhancement and the effective management of those emerging and future risks which marketing might affect. This article discusses the linkage of marketing to shareholder value and risk, and notes important areas for boards of directors to consider if they are to achieve clearer insight and better … [ Read more ]
Content: Article | Author: Ian Gordon | Source: Ivey Business Journal | Subjects: Corporate Governance, Marketing / Sales
Is a satisfied customer a loyal customer? Not necessarily says the author of two books on CRM, who in this article makes the important point that satisfied customers can defect but customers who have a strong relationship rarely do.
Content: Article | Author: Ian Gordon | Source: Ivey Business Journal | Subjects: Customer Related, Management, Marketing / Sales