Introduction: The new CMO
why?
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 a common planning process and information system
Adapt the master brand to silo markets
Prioritize brands in the portfolio
Create winning marketing in a silo world
Conclusion: The CMO's first ninety days.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
Spanning silos : the new CMO imperative by David A. Aaker. ISBN 9781422128763. Published by Harvard Business School Press in 2008. Publication and catalogue information, links to buy online and reader comments.
