Spanning silos : the new CMO imperative /
Aaker, David A.
Boston, Mass. : Harvard Business School Press,
c2008.
Includes bibliographical references (p. 207-209) and index.
Introduction: The new CMO--why? -- Find the right role and scope: the CMO's new job description -- Gain credibility and buy-in -- Use teams and other routes to silo linking -- Develop a common planning process and information system -- Adapt the master brand to silo markets -- Prioritize brands in the portfolio -- Create winning marketing in a silo world -- Conclusion: The CMO's first ninety days.
Marketing