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 oversight of a firm’s marketing function and its performance.
Content: Article
Author: Ian Gordon
Source: Ivey Business Journal
Subjects: Corporate Governance, Marketing / Sales
Author: Ian Gordon
Source: Ivey Business Journal
Subjects: Corporate Governance, Marketing / Sales
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