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Spanning Silos: The New CMO Imperative
David A. Aaker
[PDF.sj90] Spanning Silos: The New CMO Imperative
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| #335168 in eBooks | 2008-10-21 | 2008-10-21 | File type: PDF||0 of 0 people found the following review helpful.| A solution looking for a problem|By Jackal|This is not a very good book because the author has a solution (Chief Marketing Officers) looking for a problem (lack of synergies). It should be the other way around. My guess it that the author is doing consulting to marketing people and would like to extend his offering. So he writes a book pushing the marketing managers into being|About the Author|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 Managem
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 ...
You easily download any file type for your gadget.Spanning Silos: The New CMO Imperative | David A. Aaker. I was recommended this book by a dear friend of mine.
