Spanning silos : the new CMO imperative / David A. Aaker.
Material type: TextPublication details: Boston, Mass. : Harvard Business School Press, c2008.Description: xviii, 217 p. : ill. ; 24 cmISBN:- 1422128768
- 9781422128763
- 658.8 22 39934
- HF5415.13 .A22 2008
- 85.40
Item type | Current library | Call number | Status | Date due | Barcode |
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Books | Symbiosis Center for Media & Communication, Vimannagar | 658.8 (Browse shelf(Opens below)) | Available | SCMC-B-4265 | |
Books | Symbiosis International University Central Library | 658.8/AAK 39934 (Browse shelf(Opens below)) | Available | siu-b-39934 |
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658.8 342 WEL 34678 Consumer Behavior | 658.8 4 BRA 34566 Deep Branding On The Internet | 658.8 4981 MARKETING WARFARE | 658.8/AAK 39934 Spanning silos : | 658.8 AAL 33887 Marketing Channels ( 6th Ed.) | 658.8 ADC/BRA 12362 MARKETING PRINCIPLES & PRACTICE | 658.8 AHE 3586 Internal Marketing |
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.
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