{"product_id":"2940172291586","title":"Spanning Silos","description":"Why do so many chief marketing officers of multinationals last only two or three years on the job? Because product and country marketing teams - or \"silos\" - make their professional mandate impossible. Without synergy across silos, global CMOs cannot achieve their goals.\u003cbr\u003e\u003cbr\u003eIn this eminently practical audiobook, branding guru David A. Aaker tells CMOs what they must do:\u003cbr\u003e¿ Find the right role and scope\u003cbr\u003e¿ Gain credibility and buy-in \u003cbr\u003e¿ Use teams to link silos \u003cbr\u003e¿ Develop a common planning process\u003cbr\u003e¿ Adapt the master brand to silo markets\u003cbr\u003e¿ Prioritize brands in the portfolio\u003cbr\u003e¿ Develop silo-spanning marketing programs\u003cbr\u003e\u003cbr\u003eFor each item, Aaker breaks down the CMO's ambitious organizational challenges into manageable tasks of facilitation, consultation, and partnering. With his guidance, CMOs will have a better chance of reducing the negative attitude toward central marketing, gaining necessary support and resources, implementing cross-silo strategy and programs, cultivating a marketing-oriented culture, improving the pool of marketing talent, and moving toward a leadership role. For some firms, reducing the silo problem is the key to winning; for others, it is no less than the key to survival.","brand":"Brilliance Audio","offers":[{"title":"Default Title","offer_id":47117956350192,"sku":"2940172291586","price":20.97,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940172291586_p0.jpg?v=1763757984","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940172291586","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}