{"product_id":"9781423375869","title":"Spanning Silos: The New CMO Imperative","description":"\u003cp\u003eWhy 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.\u003c\/p\u003e\u003cp\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\u003c\/p\u003e\u003cp\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.\u003c\/p\u003e","brand":"Brilliance Audio","offers":[{"title":"Default Title","offer_id":47014969999600,"sku":"9781423375869","price":27.45,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781423375869_p0.jpg?v=1763781607","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781423375869","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}