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Powerful product, country, and functional silos are jeopardizing companies` marketing efforts. Because ofsilos, 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.
As 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.
This 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:
ISBN-9781422128763
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Pages : 217
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