The Marketing Strategy: A Risk and Governance Guide to Building a Brand

 
9780894137280: The Marketing Strategy: A Risk and Governance Guide to Building a Brand
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When it comes to marketing and internal auditing, chances are you don't envision the two departments as part of a collaborative effort for the good of the organization. Marketing is the pie in the sky service where creativity trumps controls every time. Internal audit is the down to earth activity where common sense drives the mitigation of risks.

The Marketing Strategy A Risk and Governance Guide to Building a Brand shows how these two opposites can work together to drive an organization s marketing success. Peter Scott and Mike Jacka, leading experts on social media compliance and coauthors of Auditing Social Media A Governance and Risk Guide, explain the difference between auditing marketing and auditing the marketing department. The key documents unique to marketing creative brief, brand standards manual, image standards, and media strategies that help guide operations. The role of brand management, creative services, and media, including social media, in achieving marketing strategies. The unique requirements of agency relationship management, how these support the overall operations, and where things might go wrong. Ways internal audit can review marketing activities to help ensure risks have been properly identified and appropriate controls have been established. What not only makes the practice of marketing a challenge but also the performance of an internal audit are the many ways to develop, implement, staff, and direct activities.
The Marketing Strategy contains practical information that any internal auditor needs to gain a better understanding of marketing.

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About the Author:

Peter R. Scott, APR, is a senior level social media and public relations strategist, working with some of the world s largest and most respected brands and agencies. For more than 15 years, he has led numerous communications, marketing, and interactive media, including serving as the director of marketing and web operations for The Institute of Internal Auditors. J. Mike Jacka, CIA, CPCU, CLU, CPA, has worked in internal audit since 1983. He has been involved in all aspects of the profession, including developing fraud protocols and procedures, writing training curriculum and materials for a 200 person audit shop, and designing continuous audit techniques used to streamline field audit processes.

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