Spanning Silos

  • by David Aaker
  • Narrated by Phil Gigante
  • 6 hrs and 59 mins
  • Unabridged Audiobook

Publisher's Summary

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 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.


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Book Details

  • Release Date: 11-25-2008
  • Publisher: Brilliance Audio