Spanning Silos: The New CMO Imperative

By David A Aaker
'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.


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NEWS & OPINION: The 2008 800-CEO-READ Business Book Awards - Advertising & Marketing

Posted December 12, 2008, 5:10 PM with category of Management & Workplace Culture
The 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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About the Hardcover

Publisher Harvard Business School Press
Publish date 09/16/2008
Pages 217
Availability Available
ISBN-13 9781422128763
ISBN-10 1422128768
Language English

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