Spanning silos: the new CMO imperative
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Pr.
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 217 S. |
| ISBN: | 9781422128763 |
Internformat
MARC
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|---|---|---|---|
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| 003 | DE-604 | ||
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| 008 | 110326s2008 |||| 00||| eng d | ||
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| 100 | 1 | |a Aaker, David A. |d 1938- |e Verfasser |0 (DE-588)123018641 |4 aut | |
| 245 | 1 | 0 | |a Spanning silos |b the new CMO imperative |c David A. Aaker |
| 264 | 1 | |a Boston, Mass. |b Harvard Business School Pr. |c 2008 | |
| 300 | |a XVIII, 217 S. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | 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- 25
The GMO s New Job Description
Five Potential Hats: Facilitator, Consultant, Service
Provider, Strategic Partner, Strategic Captain 27
Facilitator 21
Consultant 29
viii I Contents
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
Rejrame 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 Otiier Routes to Silo Unking 73
Cross-Silo Marketing Teams 74
Contents I ix
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
x ! Contents
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
Contents I xi
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
xii I Contents
Conclusion The GMO 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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| id | DE-604.BV026723180 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T23:17:50Z |
| institution | BVB |
| isbn | 9781422128763 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022263845 |
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| owner | DE-188 |
| owner_facet | DE-188 |
| physical | XVIII, 217 S. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Harvard Business School Pr. |
| record_format | marc |
| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Spanning silos the new CMO imperative David A. Aaker Boston, Mass. Harvard Business School Pr. 2008 XVIII, 217 S. txt rdacontent n rdamedia nc rdacarrier Marketing Management Innerbetriebliche Kooperation (DE-588)4027061-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Schnittstellenmanagement (DE-588)4211564-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Schnittstellenmanagement (DE-588)4211564-4 s Innerbetriebliche Kooperation (DE-588)4027061-0 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022263845&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Aaker, David A. 1938- Spanning silos the new CMO imperative Marketing Management Innerbetriebliche Kooperation (DE-588)4027061-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Schnittstellenmanagement (DE-588)4211564-4 gnd |
| subject_GND | (DE-588)4027061-0 (DE-588)4168907-0 (DE-588)4211564-4 |
| title | Spanning silos the new CMO imperative |
| title_auth | Spanning silos the new CMO imperative |
| title_exact_search | Spanning silos the new CMO imperative |
| title_full | Spanning silos the new CMO imperative David A. Aaker |
| title_fullStr | Spanning silos the new CMO imperative David A. Aaker |
| title_full_unstemmed | Spanning silos the new CMO imperative David A. Aaker |
| title_short | Spanning silos |
| title_sort | spanning silos the new cmo imperative |
| title_sub | the new CMO imperative |
| topic | Marketing Management Innerbetriebliche Kooperation (DE-588)4027061-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Schnittstellenmanagement (DE-588)4211564-4 gnd |
| topic_facet | Marketing Management Innerbetriebliche Kooperation Marketingmanagement Schnittstellenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022263845&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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