Spanning Silos
Aaker, David
Spanning Silos The New CMO Imperative David aaker - United State of America Harvard Business Schol Press 2008 - 217p Hard
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.
'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.
9781422128763
Marketing Management
658.8 / Aak
Spanning Silos The New CMO Imperative David aaker - United State of America Harvard Business Schol Press 2008 - 217p Hard
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.
'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.
9781422128763
Marketing Management
658.8 / Aak