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15 items were found using the following search criteria
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Ring Medical (Spanish version)
Rangan, V. Kasturi; Fay, ChristopherCase HBS-520S11MarketingDescribes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized. In addition, there are differences of opinion on which distribution channels are most appropriate. These issues must be resolved before the board meeting scheduled for the following ...Starting at €8.20
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Cooper Pharmaceuticals, Inc. (Spanish version)
Cespedes, Frank V.Case HBS-504S23MarketingTraces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and CPI's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. A rewritten ver...Starting at €8.20
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Disintegrated Marketing (Spanish version)
Klein, DanielArticle HBS-F0303BMarketingCompanies typically divide up the aspects of major marketing campaigns, assuming that the efforts of a half-dozen or more specialty agencies and internal groups will reinforce one another. But a better approach is to "systems engineer" a campaign, which may require that each component be compromised to serve the needs of the whole.Starting at €8.20
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Ending the War Between Sales and Marketing (Spanish version)
Kotler, Philip; Rackham, Neil; Krishnaswamy, SujArticle HBS-R0607EMarketingeconomic (a single budget is typically divided between Sales and Marketing, and not always evenly) and cultural (the two functions attract very different types of people who achieve success by spending their time in very different ways). In this article, the authors describe the four types of relationships Sales and Marketing typically exhibit. They provide a diagnostic to help readers assess their companies' level of integration, and they offer...Starting at €8.20
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Introduction: The New CMO--Why
Aaker, DavidBook Chapter HBS-7795BC-EMarketingMost organizations are rightly proud of the decentralized structures that keep managers close to customers and markets, ahead of competitors, and accountable for results. However, relying on unfettered decentralized organizations with highly autonomous silo units is no longer competitively viable. The world has changed. There is too much at stake to allow silo interests to inhibit or prevent the effort toward achieving strong brands and effective...Starting at €8.20
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The CMO's First Ninety Days
Aaker, DavidBook Chapter HBS-6290BC-EMarketingWhat should the CMO do during the first ninety days of a new or revitalized job? What should be the first-year agenda? The importance of getting off to a good start and avoiding a bad one is crucial for anyone undertaking a change agent role, even if the change has an extended time horizon. The early efforts should have two prongs: assessing the organization's capability to span silos, and creating an action plan. This chapter is excerpted from ...Starting at €8.20
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Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidBook Chapter HBS-6281BC-EMarketingCredibility is the key to CMO success at breaking down silo barriers and fostering cooperation and synergy. Without mutual respect, without an atmosphere where silos include or seek out the CMO's team, progress on cross-silo issues will be slow. This chapter introduces five routes to gaining credibility and buy-in for initiatives. This chapter is excerpted from "Spanning Silos: The New CMO Imperative."Starting at €8.20
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Adapt the Master Brand to Silo Markets: Developing a Master Brand Strategy
Aaker, DavidBook Chapter HBS-6284BC-EMarketingStandardizing the brand and supporting marketing programs across all silos of an organization facilitates consistency in look, feel, and message. In addition, the chances of creating synergistic marketing programs will be enhanced, and the organization will be more likely to rally around the brand promise. However, there are situations in which a standardized brand is not optimal or even feasible because it cannot deliver a winning position in a ...Starting at €8.20
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Develop a Common Planning Process and Information System: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidBook Chapter HBS-6283BC-EMarketingApparently sophisticated marketing firms often lack a common planning process across their silo units. In too many cases, the silo units are able to use their homegrown planning process, and the results are predictably uneven and ad hoc. What is optimal is to have both a planning process and a supporting information system that are the same across silos-and this is where the CMO comes in. This chapter describes some prototype silo planning proces...Starting at €8.20
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Create Winning Marketing in a Silo World
Aaker, DavidBook Chapter HBS-6289BC-EMarketingOrganizations need brilliant, break-out-of-the-clutter marketing programs directed at priority markets, especially in these days of media fragmentation. Great marketing is not only cost effective, but will bring silos together. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging the scope of the organization. This chapter looks at ways of making silos assets instead of hindrances in creating o...Starting at €8.20