Spanning Silos: The New CMO Imperative - Rilegato

Aaker, David A.

Rilegato

ISBN 10: 1422128768 ISBN 13: 9781422128763

Casa editrice: Harvard Business School Pr, 2008

Riassunto

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 decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy.

This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months.

In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical - and more difficult - than ever. This book gives you the road map you need to accomplish that feat.

Su questo libro

L'autore:

David A. Aaker is Vice-Chairman of Prophet, a marketing consultancy, and has published more that one hundred articles and thirteen books, including Brand Portfolio Strategy, and Brand Leadership.

Product Description:

Aaker (marketing strategy, U. of California at Berkeley) maintains that the reason why corporate CEOs only last a few years at their position is due to a lack of compatibility with marketing teams, or ""silos,"" resulting in a failure to achieve common goals over long term strategies. The author presents a new strategy for CEOs by insisting that synergy in an organization can be attained through finding the right role and scope in an organization, gaining credibility, developing a common planning process and using teams to link these silos together. Each chapter outlines a specific challenge for the CEO and breaks down the organizational tasks into facilitation, consultation and fostering a spirit of direct partnership with the silos. Annotation 2009 Book News, Inc., Portland, OR (booknews)

Su questa edizione

• Editore: Harvard Business School Pr
• Data di pubblicazione: 2008
• ISBN 10: 1422128768
• ISBN 13: 9781422128763
• Rilegatura: Copertina rigida
• Numero di pagine: 217