{"product_id":"spanning-silos-9781422128763","title":"Spanning Silos","description":"\u003cdiv\u003ePowerful 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.\u003cbr\u003e\u003cbr\u003eAs David Aaker shows in \u003ci\u003eSpanning Silos\u003c\/i\u003e, 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.\u003cbr\u003e\u003cbr\u003eThis 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:\u003cbr\u003e\u003cbr\u003eStrength your credibility with silo teams and your CEO\u003cbr\u003eUse cross-functional teams and other strategic linking devices\u003cbr\u003eFoster communication across silos\u003cbr\u003eSelect the right CMO role-- from facilitator to strategic captain\u003cbr\u003eDevelop common planning processes\u003cbr\u003eAdapt your brand strategy to silo units\u003cbr\u003eAllocate marketing dollars strategically across silos\u003cbr\u003eDevelop silo-spanning marketing programs\u003cbr\u003e\u003cbr\u003eIn 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 book gives you the road map you need to accomplish that feat.\u003c\/div\u003e","brand":"David A. Aaker","offers":[{"title":"Default Title","offer_id":48284204695803,"sku":"9781422128763","price":29.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_c22523c9-94d7-4dd6-9f82-a72f68ea4a3c.jpg?v=1778780666","url":"https:\/\/indiepubs.com\/products\/spanning-silos-9781422128763","provider":"IndiePubs","version":"1.0","type":"link"}