- The New CMO Imperative
- Narrated by: Phil Gigante
- Length: 6 hrs and 59 mins
- Unabridged Audiobook
- Release date: 11-25-08
- Language: English
- Publisher: Brilliance Audio
Regular price: $20.97
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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 23 months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:
Strengthen 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 programsIn 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 audiobook gives you the road map you need to accomplish that feat.
Customer ReviewsMost Helpful
By Kinga on 04-23-18
A great read for experienced marketers!
The book is spot on! It talks to challenges that marketing leaders struggle with and a seasoned marketer will know exactly what David Aaker is talking about, smile and find useful guidance in the book. Strongly recommended for marketers and business leaders. Not a good fit for a novice. People without business/ marketing experience are not a target audience of this book and might find it confusing. Taking advantage of the book requires that the reader has some basic understanding of how marketing departments operate in the corporate environment.