Spanning Silos: The New CMO Imperative

Spanning Silos: The New CMO Imperative

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… (more)

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Book Details  


Publisher: Harvard Business Review Press (October 21, 2008)

Parent ISBN: 9781422128763

Page count: 217 pages

Language: English


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