Intro to Marketing in the Board Room
When directors start confusing products and markets or they cannot identify their sources of differential advantage we know they have a weak marketing department. Directors usually spend most of their time on profit loss accounts, examining costs rather than revenues. The objective of Marketing in board room session is to restore the image of the marketing department in the board room and to prove that marketing strategies are either creating or destroying shareholder value. Important related topics such as correct segmentation, powerful differentiation and value propositions will be also discussed.