Spanning Silos Author:David Aaker Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams ? or ?silos? ? make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals. — In this eminently practical audiobook, branding guru David A. Aaker tells ... more »CMOs what they must do:
? Find the right role and scope
? Gain credibility and buy-in
? Use teams to link silos
? Develop a common planning process
? Adapt the master brand to silo markets
? Prioritize brands in the portfolio
? Develop silo-spanning marketing programs
For each item, Aaker breaks down the CMO?s ambitious organizational challenges into manageable tasks of facilitation, consultation, and partnering. With his guidance, CMOs will have a better chance of reducing the negative attitude toward central marketing, gaining necessary support and resources, implementing cross-silo strategy and programs, cultivating a marketing-oriented culture, improving the pool of marketing talent, and moving toward a leadership role. For some firms, reducing the silo problem is the key to winning; for others, it is no less than the key to survival.« less
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ISBN-13: 9781423375883 ISBN-10: 1423375882 Publication Date: 11/25/2008 Edition:MP3 Abr Rating: