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Spanning silos: the new CMO imperative

Author: Aaker, David A. Publisher: Harvard Business School Press, 2008.Language: EnglishDescription: 216 p. : Ill. ; 24 cm.ISBN: 9781422128763Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.13 .A354 2008
(Browse shelf)
Available 32419001244182
Total holds: 0

Includes bibliographical references and index


Spanning Silos The New CMO Imperative Contents Preface xiii Acknowledgments xvii Introduction The New CMO--Why? 1 Six Deadly Sins of a Silo Structure 4 Marketing Resources Are Misallocated 5 Silo-Spanning Brands Lack Clarity and Linkage 8 Silo-Spanning Offerings and Programs Are Inhibited 9 Marketing Management Competences Are Weakened 11 Success Is Not Leveraged Across Silos 12 Inadequate Cross-Silo Communication and Cooperation 13 Enter the CMO 14 Reducing Silo Power: Why Is It Hard? 15 From Silos to Synergy 18 Creating a Road Map for CMO Success 20 One Find the Right Role and Scope-- The CMO's New Job Description 25 Five Potential Hats: Facilitator, Consultant, Service Provider, Strategic Partner, Strategic Captain 27 Facilitator 27 Consultant 29 Service Provider 30 Strategic Partner 31 Strategic Captain 32 Which Roles Are Right for You? 34 How Roles Evolve 35 The Activity Scope and Authority 39 The Product and Country Scope 46 Two Gain Credibility and Buy-in 51 Gaining CEO Support--A Key to Success 52 Reframe Marketing 53 Measure Performance 54 Enlist Allies 55 Involve the CEO 55 Acquiring Customer Knowledge 56 Showing Success Visibly 58 Getting Easy Wins 58 Delivering Real Impact--The Home Run 61 Respecting and Engaging the Silo Units 62 Upgrading the Marketing Staff 64 Skills Needed 64 Sourcing People 67 Enhancing Silo Marketing Talent 68 Training Systems 69 Building a Cross-Silo Marketing Team 70 Three Use Teams and Other Routes to Silo Linking 73 Cross-Silo Marketing Teams 74 Task Force Teams 78 Keys to Successful Teams 79 Clarity of Mission 79 The Right People 84 Competent Leadership 85 Dealing with Multiple Cultures 87 Virtual Teams 89 Succeeding with Virtual Teams 90 Routes to Linking Silos 92 Informal Networks 92 Formal Networks 93 Liaison Roles 94 Integrator Roles 95 Centers of Excellence 96 Matrix Organizations 96 Centralized Marketing 98 Which Routes? 99 Creating a Cross-Silo Culture 100 Four Develop a Common Planning Process and Information System 101 Market/Self-Analysis 103 Self-Analysis 105 Business Strategy 105 Product-Market Investment Strategy--Where to Compete 106 The Customer Value Propositions 106 Assets and Competencies 106 Functional Strategies and Programs 107 Brand Strategy 107 Brand Vision 107 Brand Portfolio Strategy 111 Marketing Programs 111 Measuring Silo Market Strength 112 The Silo-Spanning Information System 116 The Communication System 117 The Knowledge Hub 119 The Payoff 122 Five Adapt the Master Brand to Silo Markets 123 Standardizing the Master Brand 124 Adapting the Master Brand--Why and When 127 Adapting the Master Brand--How 134 Create Relevant Silo-Spanning Associations 134 Spin the Brand Story for the Silo Market 138 Augment with Additional Associations 138 Emphasize Different Elements of the Brand Identity 140 Use a Branded Differentiator 140 Top-Down Versus Bottom-Up Processes 141 Six Prioritize Brands in the Portfolio 145 Too Many Brands--The Brand Addition Framework 148 Will the Business Support a New Brand Name? 148 Would an Existing Brand Inhibit or Even Detract from the Promise? 149 Would the New Offering Detract from or Confuse the Message of the Existing Brand? 149 Is There a Compelling Reason for a New Brand? 150 Other Considerations 152 Too Few Priorities--The Brand Prioritization Framework 153 Identify the Relevant Brand Set 154 Develop Brand Assessment Criteria 154 Evaluate the Brands 156 Prioritize the Brands 157 Develop the Revised Brand Portfolio Strategy 159 Implement the Strategy 159 Prioritize Countries 162 Too Little Leverage--The Brand Extension Frameworks 163 Product Expansion 163 Expanding the Global Footprint 166 The CMO Role 169 Seven Create Winning Marketing in a Silo World 171 Creating Great Offerings and Marketing Programs in a Silo World 172 The Silo Route 172 The CMO Route 175 Test and Learn 178 The Scope and Authority of the Silo Team 179 Silo Managers' Authority Creep 184 How Many Communication Partners? 185 Allocating Marketing Resources Across Silos 190 Communicating the Brand Internally 192 Conclusion The CMG's First Ninety Days 197 Assessing the Organization's Capability to Span Silos 198 Action Plan--Prioritizing Short- and Long-Term Goals 201 Keep Your Eye on the Ball--Focus on Silo Problems 205 Notes 207 Index 211 About the Author 217

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