Teema: Majandus, poliitika
Pealkiri: Spanning Silos: The New CMO Imperative
Autor(id): David A. Aaker

Kirjastus:
Linn:
Aasta: 2008
Originaalkeel:
Lehekülgi: 0

Seisukord:
Suurus:

Sisu:
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 CMOs what they must • 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.

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In english all on 252 raamatut. Klõpsa siia, et näha täielikku loendit!