David Aaker Spanning Silos

ISBN 13: 9781501285639

Spanning Silos

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9781501285639: Spanning Silos
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Reseña del editor:

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 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."

Biografía del autor:

David A. Aaker is vice chairman of Prophet Brand Strategy, an executive advisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.

Phil Gigante is an APA Audie Award winner (The Dark Highlander, The Stainless Steel Rat, and The Watch That Ends the Night), and winner of over a dozen Audiofile Magazine Earphones Awards. He has narrated and directed more than 250 books, and was twice named a "Best Voice in Mystery and Suspense" by Audiofile Magazine. He has been named a Best Male Narrator in the categories of Romance, Science Fiction, Militaria, and Mystery/Suspense, as well as "Favorite Dual Narrator" (with Natalie Ross). Phil also works in film, TV and radio, and is the Producer/Director of Gigantic Productions theatre company. He makes his home in the Midwest.

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David Aaker
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David Aaker
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Descripción BRILLIANCE AUDIO, 2015. CD-Audio. Condición: New. Unabridged. Language: English . Brand New. 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 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. Nº de ref. del artículo: BRI9781501285639

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Aaker, David
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David Aaker
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Descripción BRILLIANCE AUDIO, 2015. CD-Audio. Condición: New. Unabridged. Language: English . Brand New. 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 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. Nº de ref. del artículo: BRI9781501285639

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David Aaker
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Descripción Brilliance Audio, 2015. MP3 CD. Condición: New. book. Nº de ref. del artículo: M1501285637

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