Spanning silos : the new CMO imperative / David A. Aaker.

By:

Aaker, David A [Author]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781422163689

Subject(s):

Marketing -- Management

Genre/Form:

Electronic Books.

LOC classification:

HF5415 .S636 2008

Online resources:

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Available additional physical forms:

Contents:

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.

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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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	Non-fiction	HF5415.13 (Browse shelf(Opens below))	Link to resource	Available		ocn865508766

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Previous	HF5415.127 Superconsumers : a simple, speedy, and sustainable path to superior growth /	HF5415.13 Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability /	HF5415.13 MARKETING MANAGEMENT	HF5415.13 Spanning silos : the new CMO imperative /	HF5415.13 HBR's 10 must reads on strategic marketing.	HF5415.13 The analytical marketer : how to transform your marketing organization /	HF5415.13 Flux what marketing managers need to navigate the new environment /	Next

Includes bibliographies and index.

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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