TY  - BOOK
AU  - Aaker,David A.
TI  - Spanning silos: the new CMO imperative 
SN  - 1422128768
AV  - HF5415.13 .A22 2008
U1  - 658.8 22
PY  - 2008///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - Management
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip0815/2008016212.html
UR  - http://www.loc.gov/catdir/enhancements/fy1312/2008016212-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy1312/2008016212-d.html
ER  -