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LEADER 00000cam a2200241   4500 
001    u46596 
003    SIRSI 
008    181128s2017    enka     b    001 0 eng u 
020    9781138281790 (hardback) 
049    JURF 
050 00 HF5415 |b.S2778 2017 
100 1  Saunders, Ruth 
245 10 Marketing in the boardroom : |bwinning the hearts and 
       minds of the board / |cRuth Saunders. 
260    Abingdon, Oxon ; |aNew York, NY : |bRoutledge, |c2017 
300    viii, 217 pages : |billustrations ; |c24 cm. 
504    Includes bibliographical references and index. 
505 0  The marketing issue -- The ideal marketer -- Creating the 
       ideal marketing team -- Choosing who to target -- Choosing
       what to support -- Choosing why to be in business -- 
       Choosing where to market -- Choosing when to engage people
       -- Winning the board members' minds -- Winning the board 
       members' hearts -- Winning the board members' confidence. 
650  0 Marketing 
650  0 New products 
650  0 Boards of directors