Spanning silos : the new CMO imperative
David A. Aaker
| Year of publication: |
c 2008
|
|---|---|
| Authors: | Aaker, David A. |
| Publisher: |
Boston, Mass. : Harvard Business School Press |
| Subject: | Multinationales Unternehmen | Transnational corporation | Internationales Marketing | International marketing | Strategisches Management | Strategic management | Marketingmanagement | Schnittstellenmanagement | Innerbetriebliche Kooperation |
| Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | XVIII, 217 S. graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | 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. 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 common planning processes, information systems, and market analysis -- Adapt the master brand to silo markets -- Prioritize brands in the portfolio -- Conduct a silo audit 0810 |
| ISBN: | 978-1-4221-2876-3 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003685363