Spanning Silos: The New CMO Imperative
'Spanning Silos' 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, develop common planning processes, and adapt your brand strategy to silo units.
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including "Strategic Market Management, Managing Brand Equity, Building Strong Brands, " and "Brand Leadership" (co-authored with Eric Joachimsthaler).
NEWS: The 2008 800-CEO-READ Business Book Awards - Advertising & Marketing
Posted December 12, 2008, 5:10 PM with category of General BusinessThe books on our 2008 shortlist for the Advertising & Marketing Category are: The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It by John Gerzema and Ed Lebar (Jossey-Bass, October 2008) Companies put a lot of effort and money into their brands, which can sometimes be higher than the value they place on their customers. As this occurs, the number of quality performing brands decreases. According to Gerzema and Lebar, this is the brand bubble, and the result could have a serious blow to the economy. Read more
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