9781423375869

Spanning Silos

Aaker, David

ISBN 10: 1423375866 / 1-4233-7586-6
ISBN 13: 9781423375869
Publisher: Brilliance Audio
Publication Date: 2008

Editorial Reviews:
Synopsis:
Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams – or “silos” – make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals. In this eminently practical audiobook, branding guru David A. Aaker tells CMOs what they must do: • Find the right role and scope • Gain credibility and buy-in • Use teams to link silos • Develop a common planning process • Adapt the master brand to silo markets • Prioritize brands in the portfolio • Develop silo-spanning marketing programs For each item, Aaker breaks down the CMO’s ambitious organizational challenges into manageable tasks of facilitation, consultation, and partnering. With his guidance, CMOs will have a better chance of reducing the negative attitude toward central marketing, gaining necessary support and resources, implementing cross-silo strategy and programs, cultivating a marketing-oriented culture, improving the pool of marketing talent, and moving toward a leadership role. For some firms, reducing the silo problem is the key to winning; for others, it is no less than the key to survival.

 

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Spanning Silos (ISBN: 1423375866 / 1-4233-7586-6)
Aaker, David
ISBN 10: 1423375866
ISBN 13: 9781423375869
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Spanning Silos (ISBN: 9781423375869)
Aaker, David
ISBN 10: 1423375866
ISBN 13: 9781423375869
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Book Description: Brilliance Corporation, United States, 2008. CD-Audio. Book Condition: New. 175 x 130 mm. Brand New. Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams ? or ?silos? ? make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals. In this eminently practical audiobook, branding guru David A. Aaker tells CMOs what they must do: ?Find the right role and scope ?Gain credibility and buy-in Use teams to link silos Develop a common planning process ?Adapt the master brand to silo markets ?Prioritize brands in the portfolio ?Develop silo-spanning marketing programs For each item, Aaker breaks down the CMO s ambitious organizational challenges into manageable tasks of facilitation, consultation, and partnering. With his guidance, CMOs will have a better chance of reducing the negative attitude toward central marketing, gaining necessary support and resources, implementing cross-silo strategy and programs, cultivating a marketing-oriented culture, improving the pool of marketing talent, and moving toward a leadership role. For some firms, reducing the silo problem is the key to winning; for others, it is no less than the key to survival. Bookseller Inventory # BRI9781423375869

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Spanning Silos (ISBN: 9781423375869)
Aaker, David
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Spanning Silos (ISBN: 9781423375869)
Aaker, David
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Book Description: Brilliance Audio, 2008. No binding. Book Condition: New. New AudioBook. Shipped from US. Bookseller Inventory # KF-9781423375869

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Spanning Silos (ISBN: 9781423375869)
Aaker, David
ISBN 10: 1423375866
ISBN 13: 9781423375869
Bookseller: The Book Depository (Gloucester, UK, United Kingdom)
Bookseller Rating: 5-star rating
Quantity Available: 10

Book Description: Brilliance Corporation, United States, 2008. CD-Audio. Book Condition: New. 175 x 130 mm. Brand New. Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams ? or ?silos? ? make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals. In this eminently practical audiobook, branding guru David A. Aaker tells CMOs what they must do: ?Find the right role and scope ?Gain credibility and buy-in Use teams to link silos Develop a common planning process ?Adapt the master brand to silo markets ?Prioritize brands in the portfolio ?Develop silo-spanning marketing programs For each item, Aaker breaks down the CMO s ambitious organizational challenges into manageable tasks of facilitation, consultation, and partnering. With his guidance, CMOs will have a better chance of reducing the negative attitude toward central marketing, gaining necessary support and resources, implementing cross-silo strategy and programs, cultivating a marketing-oriented culture, improving the pool of marketing talent, and moving toward a leadership role. For some firms, reducing the silo problem is the key to winning; for others, it is no less than the key to survival. Bookseller Inventory # BRI9781423375869

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Spanning Silos (ISBN: 9781423375869)
Aaker, David
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Book Description: Brilliance Audio, 2008. CD/Spoken Word. Book Condition: New. 12.7 x 17.78 cm. Our orders are sent from our warehouse locally or directly from our international distributors to allow us to offer you the best possible price and delivery time. CD. Bookseller Inventory # MM-21368005

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Spanning Silos (Compact Disc) (ISBN: 1423375866 / 1-4233-7586-6)
Aaker, David
ISBN 10: 1423375866
ISBN 13: 9781423375869
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Book Description: 2008. Compact Disc. Book Condition: New. 130mm x 36mm x 175mm. Compact Disc. Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams ? or ?silos? ? make their professional mandate impos.Shipping may be from our UK, US or Australian warehouse depending on stock availability. 0.181. Bookseller Inventory # 9781423375869

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Spanning Silos: The New Cmo Imperative (ISBN: 1423375866 / 1-4233-7586-6)
Aaker, David
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ISBN 13: 9781423375869
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Book Description: Brilliance Audio on CD Unabridged, 2008. Compact Disc. Book Condition: Brand New. 7.00x5.00x1.50 inches. In Stock. Bookseller Inventory # z-1423375866

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Spanning Silos (Compact Disc) (ISBN: 1423375866 / 1-4233-7586-6)
Aaker, David
ISBN 10: 1423375866
ISBN 13: 9781423375869
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Book Description: 2008. Compact Disc. Book Condition: New. 130mm x 36mm x 175mm. Compact Disc. Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams ? or ?silos? ? make their pro.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 0.181. Bookseller Inventory # 9781423375869

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