Spanning silos
Subtitle: the new CMO imperative
By: David A. Aaker.
Publisher: Harvard Business Press
Published: 2008
Place of publication: Boston, Mass
Language: eng
Number of pages: 217
ISBN-13: 9781422128763
Subjects: Marketing -- Management
Table of contents: title: Find the right role and scope: the CMO's new job description; title: Gain credibility and buy-in; title: Use teams and other routes to silo linking; title: Develop common planning processes, information systems, and market analysis; title: Adapt the master brand to silo markets; title: Prioritize brands in the portfolio; title: Conduct a silo audit.