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Spanning Silos: The New CMO Imperative
Spanning Silos The New CMO Imperative
Author: David A. Aaker
Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because ofsilos, 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 dec...  more »
ISBN-13: 9781422128763
ISBN-10: 1422128768
Publication Date: 10/21/2008
Pages: 240
Edition: illustrated edition
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Publisher: Harvard Business School Press
Book Type: Hardcover
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