Spanning silos : the new CMO imperative / David A. Aaker.

Format:

Book

Author/Creator:

Aaker, David A.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

xviii, 217 pages : illustrations ; 24 cm

Place of Publication:

Boston, Mass. : Harvard Business School Press, [2008]

Summary:

'Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units.

Contents:

Introduction: The new CMO

why?

Find the right role and scope: the CMO's new job description

Gain credibility and buy-in

Use teams and other routes to silo linking

Develop a common planning process and information system

Adapt the master brand to silo markets

Prioritize brands in the portfolio

Create winning marketing in a silo world

Conclusion: The CMO's first ninety days.

Notes:

Includes bibliographical references (pages 207-209) and index.

ISBN:

1422128768

9781422128763

OCLC:

213312269