TY  - BOOK
AU  - Aaker, David
TI  - Spanning Silos: The New CMO Imperative
SN  - 9781422128763
U1  - 658.8 
PY  - 2008///
CY  - United State of America
PB  - Harvard Business Schol Press
KW  - Marketing Management
N1  - 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
N2  - '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
ER  -