Spanning Silos The New CMO Imperative David aaker
Material type:
TextPublication details: Harvard Business Schol Press United State of America 2008Description: 217p HardISBN: - 9781422128763
- 658.8 Aak
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| 658.8/Aak/25798 Spanning Silos | 658.8/Ram/Jay/25960 Marketing Management | 658.8/Rav/26563 Marketing Management In MNCs |
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.
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