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Spanning silos : the new CMO imperative

Author: David A Aaker
Publisher: Boston, Mass. : Harvard Business School Press, [2008] ©2008
Edition/Format:   eBook : Document : EnglishView all editions and formats
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Aaker, David A.
Spanning silos
(DLC) 2008016212
(OCoLC)213312269
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: David A Aaker
ISBN: 9781422163689 1422163687
OCLC Number: 865508766
Description: 1 online resource (xviii, 217 pages) : illustrations
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.
Responsibility: David A. Aaker.
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Abstract:

'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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