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

By: Material type: TextTextPublication details: Boston, Mass. : Harvard Business School Press, c2008.Description: xviii, 217 p. : ill. ; 24 cmISBN:
  • 1422128768
  • 9781422128763
Subject(s): DDC classification:
  • 658.8 22 39934
LOC classification:
  • HF5415.13 .A22 2008
Other classification:
  • 85.40
Online resources:
Contents:
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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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Symbiosis Center for Media & Communication, Vimannagar 658.8 (Browse shelf(Opens below)) Available SCMC-B-4265
Books Books Symbiosis International University Central Library 658.8/AAK 39934 (Browse shelf(Opens below)) Available siu-b-39934

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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