03067nam a2200685Ki 4500 000226420 OCoLC 20220105164803.0 20131217132456.0 m d cr cnu unuuu 131217s2008 maua ob 001 0 eng d NEZPRACOVANÝ IMPORT 9781422163689 (electronic bk.) 1422163687 (electronic bk.) 1422128768 9781422128763 (OCoLC)865508766 675059 (N$T) HF5415.13 .A22 2008eb BUS 082000 bisacsh BUS 041000 bisacsh BUS 042000 bisacsh BUS 085000 bisacsh 658.8 22 85.40 bcl Aaker, David A. Spanning silos : the new CMO imperative / David A. Aaker. Boston, Mass. : Harvard Business School Press, [2008] ©2008 1 online resource (xviii, 217 pages) : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references (pages 207-209) and index. Introduction: The new CMO -- why? -- Find the right role and scope: the CMO's new job description -- Gain credibility and buy-in -- Use teams and other routes to silo linking -- Develop a common planning process and information system -- Adapt the master brand to silo markets -- Prioritize brands in the portfolio -- Create winning marketing in a silo world -- Conclusion: The CMO's first ninety days. 'Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units. Description based on print version record. Marketing Management. Marketing. gtt Management. gtt Marketing Management. fast (OCoLC)fst01010209 BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh elektronické knihy fd186907 czenas electronic books eczenas Print version: Aaker, David A. Spanning silos 1422128768 (DLC) 2008016212 (OCoLC)213312269 EBSCOhost https://zdroje.vse.cz/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=675059 Plný text HBR EB PAR 000219031 UEP01 776 E-book Tištěná verze NEPOSILAT EB N$TA cpp1723AUTO EBSCOhost EBSC 675059 02 N$T