How to get marketing back in the boardroom: Some thoughts on how to put right the well known malaise of marketing

Marketing Intelligence & Planning

Volumn 24, Issue 5, 2006, Pages 426-431

  Mcdonald, Malcolm ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Boards of directors; Marketing management; Risk management

Indexed keywords

EID: 33747202177     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500610682836     Document Type: Article

References (3)

1. Kelly, S. (2006), Customer Intelligence – From Data to Dialogue, Wiley, New York, NY.
2. McDonald, M.H.B. (2004), “Marketing, existential malpractice and an etherised discipline: a soteriologocial comment”, Journal of Marketing Management, Vol. 29 Nos 3/4, pp. 387-408.
3. Tolkien, J.R.R. (1995), The Hobbit, Allen and Unwin/Harper Collins Publishers, London.