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
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Reference
|
Library Annexe Reference | MARKETING | 658.8/Aak/25798 (Browse shelf(Opens below)) | Not for loan | 11125798 | |||
Book
|
Library Annexe ON SHELF | MARKETING | 658.8/Aak/25799 (Browse shelf(Opens below)) | Available | 11125799 | |||
|
Book
|
Library Annexe ON SHELF | MARKETING | 658.8/Aak/25800 (Browse shelf(Opens below)) | Available | 11125800 | |||
|
Book
|
Library Annexe ON SHELF | MARKETING | 658.8/Aak/25801 (Browse shelf(Opens below)) | Available | 11125801 | |||
|
Book
|
Library Annexe ON SHELF | MARKETING | 658.8/Aak/25802 (Browse shelf(Opens below)) | Available | 11125802 |
Browsing Library Annexe shelves, Shelving location: ON SHELF Close shelf browser (Hides shelf browser)
| 658.8/Aak/25799 Spanning Silos | 658.8/Aak/25800 Spanning Silos | 658.8/Aak/25801 Spanning Silos | 658.8/Aak/25802 Spanning Silos | 658.8/Dat/29456 Marketing sense | 658.8/GUP/29072 Marketing Skills In Management | 658.8/GUP/29073 Marketing Skills In Management |
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.
There are no comments on this title.