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Spanning Silos: The New CMO Imperative (Unabridged) Audiobook, by David Aaker Play Audiobook Sample

Spanning Silos: The New CMO Imperative Audiobook (Unabridged)

By: David Aaker
Spanning Silos: The New CMO Imperative (Unabridged) Audiobook, by David Aaker Play Audiobook Sample
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Read By: Phil Gigante Publisher: Brilliance Audio Listen Time: at 1.0x Speed 4.67 hours at 1.5x Speed 3.50 hours at 2.0x Speed Release Date: October 2008 Format: Unabridged Audiobook ISBN:
3 out of 53 out of 53 out of 53 out of 53 out of 5 (3.00) - 13 listener ratings
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Brand Relevance: Making Competitors Irrelevant Audiobook, by David Aaker

Publisher 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.

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 23 months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:

  • Strengthen your credibility with silo teams and your CEO

  • Use cross-functional teams and other strategic linking devices

  • Foster communication across silos

  • Select the right CMO role - from facilitator to strategic captain

  • Develop common planning processes

  • Adapt your brand strategy to silo units

  • Allocate marketing dollars strategically across silos

  • Develop silo-spanning marketing programs

    In 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 audiobook gives you the road map you need to accomplish that feat.

    Download and start listening now!

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    Spanning Silos: The New CMO Imperative (Unabridged) Listener Reviews

    Overall Performance: 3 out of 53 out of 53 out of 53 out of 53 out of 5 (3.00)
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    • Overall Performance: 3 out of 53 out of 53 out of 53 out of 53 out of 5

      " The guru of brand management gives a general introduction to the office politics involved in managing marketing efforts across huge and unwieldy corporations. Some interesting insights into notorious marketing strategies (e.g. MasterCard's "priceless" campaign). "

      — Brian, 11/3/2008

    About Phil Gigante

    Phil Gigante has narrated more than two hundred audiobooks, earning ten AudioFile Earphones Awards and three of the prestigious Audie Awards for best narration. An actor, director, and producer with over twenty years of experience in theater, film, television, and radio, he is currently the artistic director of Gigantic Productions and Little Giant Children’s Theatre.