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Spanning silos: the new CMO imperative

By: AAKER David A.
Publisher: Boston, Mass Harvard Business School Press 2008Description: xviii, 217 p.ISBN: 9781422128763|1422128768.Subject(s): Marketing | Management | Virtual work teams | Business networks | Leadership | Branding (Marketing) | Brand name productsSummary: This book discusses strategies on how CMOs or chief marketing officers of multinationals can achieve longevity and success in their chosen career path by looking at their strategies they can incorporate such as gaining the support of the CEO and selecting the right role one should take as a CMO.
Item type Home library Call number Status Date due Item reserves
Book Book Australia
224 AAK 2008 (Browse shelf) Available
Total holds: 0

This book discusses strategies on how CMOs or chief marketing officers of multinationals can achieve longevity and success in their chosen career path by looking at their strategies they can incorporate such as gaining the support of the CEO and selecting the right role one should take as a CMO.

Contents: 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.

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