Spanning Silos by David A. Aaker
Look inside with Google Book Preview
Spanning Silos
By David A. Aaker

Spanning Silos

The New CMO Imperative

By (author) See other recent books by David A. Aaker
Format: Hardback

Normal Price: $59.74
Your Price: $53.77 AUD, inc. GST
Shipping: $7.95 per order
You Save: $5.97! (10% off normal price)
Plus...earn $2.69 in Boomerang Bucks
Availability: Available Available, ships in 8-11 days



Spanning Silos by David A. Aaker

Book Description

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, 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. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strength your credibility with silo teams and your CEO Use cross-functional teams and other strategic linking devices Foster communication across silos Select the right CMO role-- from facilitator to strategic captain Develop common planning processes Adapt your brand strategy to silo units Allocate marketing dollars strategically across silos Develop silo-spanning marketing programs 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.

Buy Spanning Silos book by David A. Aaker from Australia's Online Bookstore, Boomerang Books.


Book Details

ISBN: 9781422128763
ISBN-10: 1422128768
Format: Hardback
(241mm x 165mm x 26mm)
Pages: 217
Imprint: Harvard Business Review Press
Publisher: Harvard Business Review Press
Publish Date: 1-Oct-2008
Country of Publication: United States

Books By Author David A. Aaker

Marketing Research by David A. Aaker Marketing Research, Hardback (October 2012)

This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies.

Brand Relevance by David A. Aaker Brand Relevance, Hardback (February 2011)

Shows how to eliminate the competition and become the lead brand in your market. This book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition.

Building Strong Brands by David A. Aaker Building Strong Brands, Paperback (April 2010)

Using real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'.

Strategic Market Management by David A. Aaker Strategic Market Management, Paperback (March 2010)

The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses.

» View all books by David A. Aaker

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Spanning Silos book by David A. Aaker and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write a book review


Author Biography - David A. Aaker

David A. Aaker is Vice-Chairman of Prophet, a branding, marketing, and innovation consultancy, and has published more that one hundred articles and fourteen books, including Brand Portfolio Strategy, Brand Leadership, Strategic Marketing Management (8th edition), Building Strong Brands, Managing Brand Equity, and From Fargo to the World of Brands.

Boomerang Bucks close

For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.

Recent books by David A. Aaker close
Marketing Research by David A. Aaker
Brand Relevance by David A. Aaker
Building Strong Brands by David A. Aaker
Strategic Market Management by David A. Aaker
Strategic Market Management by David A. Aaker
Brand Leadership by David A. Aaker
Brand Leadership by David A. Aaker
Brand Portfolio Strategy by David A. Aaker
Building the Brand-driven Business by David A. Aaker
Developing Business Strategies by David A. Aaker
Building Strong Brands by David A. Aaker
Managing Brand Equity by David A. Aaker
Consumerism by David A. Aaker
»
BoomerangBooks.com.au close