{"product_id":"spanning-silos-the-new-cmo-imperative","title":"Spanning Silos: The New CMO Imperative","description":"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.\n\nAs 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 officers to break down silo walls to foster cooperation and synergy.\n\nThis isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:\n\nStrength your credibility with silo teams and your CEO\nUse cross-functional teams and other strategic linking devices\nFoster communication across silos\nSelect the right CMO role-- from facilitator to strategic captain\nDevelop common planning processes\nAdapt your brand strategy to silo units\nAllocate marketing dollars strategically across silos\nDevelop silo-spanning marketing programs\n\nIn this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.\u003cbr\u003eASIN: 1422128768\u003cbr\u003eVSKU: DBV.1422128768.A\u003cbr\u003eCondition: Acceptable\u003cbr\u003eAuthor\/Artist:Aaker, David A.\u003cbr\u003eBinding: Hardcover\u003cbr\u003e\u003cb\u003eNote:\u003c\/b\u003e Any images shown are stock photographs and product may differ from what is shown.  \u003cbr\u003e\u003cb\u003eCondition Notes\u003c\/b\u003e: This copy has clearly been enjoyed—expect noticeable shelf wear and some minor creases to the cover. Binding is strong, and all pages are legible. May contain previous library markings or stamps.  \u003cbr\u003e","brand":"Dream Books Co.","offers":[{"title":"Default Title","offer_id":41662812979258,"sku":"DBV.1422128768.A","price":8.29,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/6011\/0138\/files\/1422128768-0.jpg?v=1789785492","url":"https:\/\/shop.dreambooksco.com\/products\/spanning-silos-the-new-cmo-imperative","provider":"Dream Books Co.","version":"1.0","type":"link"}