Spanning silos :
Aaker, David A.
Spanning silos : the new CMO imperative / David A. Aaker. - Boston, Mass. : Harvard Business School Press, c2008. - xviii, 217 p. : ill. ; 24 cm.
Includes bibliographical references (p. 207-209) 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.
1422128768 9781422128763
2008016212
GBA899190 bnb
014692133 Uk
Marketing--Management.
HF5415.13 / .A22 2008
658.8 / 39934
Spanning silos : the new CMO imperative / David A. Aaker. - Boston, Mass. : Harvard Business School Press, c2008. - xviii, 217 p. : ill. ; 24 cm.
Includes bibliographical references (p. 207-209) 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.
1422128768 9781422128763
2008016212
GBA899190 bnb
014692133 Uk
Marketing--Management.
HF5415.13 / .A22 2008
658.8 / 39934
