Spanning Silos

Aaker, David

ISBN 10: 1423375882 / 1-4233-7588-2
ISBN 13: 9781423375883
Publisher: Brilliance Audio
Publication Date: 2008

Editorial Reviews for this title:
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.

Editorial reviews may belong to another edition of this title.

Spanning Silos: Search Results


Aaker, David
ISBN 10: 1423375882
ISBN 13: 9781423375883
Bookseller: Revaluation Books (Exeter, DEV, United Kingdom)
Bookseller Rating: 4-star rating
Quantity Available: 1

Book Description: Brilliance Audio on MP3-CD, 2008. MP3 CD. Book Condition: Brand New. mp3 abr edition. 1 pages. 7.50x5.45x0.55 inches. In Stock. Bookseller Inventory # zk1423375882

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 36.50
Convert Currency
Shipping: US$ 9.47
From United Kingdom to U.S.A.
View All Listings for this Book