Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival. As David Aaker shows in Spanning Silos , the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy. ...
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Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival. As David Aaker shows in Spanning Silos , the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy. This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strength your credibility with silo teams and your CEO Use cross-functional teams and other strategic linking devices Foster communication across silos Select the right CMO role-- from facilitator to strategic captain Develop common planning processes Adapt your brand strategy to silo units Allocate marketing dollars strategically across silos Develop silo-spanning marketing programs In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.
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Add this copy of Spanning Silos: the New Cmo Imperative to cart. $1.97, good condition, Sold by Your Online Bookstore rated 5.0 out of 5 stars, ships from Houston, TX, UNITED STATES, published 2008 by Harvard Business Review Press.
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Add this copy of Spanning Silos: the New Cmo Imperative to cart. $3.69, very good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2008 by Harvard Business Review Press.
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Add this copy of Spanning Silos: the New Cmo Imperative to cart. $3.71, fair condition, Sold by EB-Books LLC rated 3.0 out of 5 stars, ships from Rockford, IL, UNITED STATES, published 2008 by Harvard Business Review Press.
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Fair. Item in acceptable condition including possible liquid damage. As well answers may be filled in. May be missing DVDs, CDs, Access code, etc. 100%Money-Back Guarantee! Ship within 24 hours! !
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This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Book contains pencil markings. In fair condition, suitable as a study copy. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 600grams, ISBN: 9781422128763.
Add this copy of Spanning Silos: the New Cmo Imperative to cart. $29.22, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2008 by Harvard Business Review Press.
