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The CMO's First Ninety Days
Aaker, DavidCapítulo de Libro 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 ...Desde 8,20 €
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Introduction: The New CMO--Why
Aaker, DavidCapítulo de Libro 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...Desde 8,20 €
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Create Winning Marketing in a Silo World
Aaker, DavidCapítulo de Libro 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...Desde 8,20 €
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Find the Right Role and Scope: The CMO's New Job Description
Aaker, DavidCapítulo de Libro HBS-6301BC-EMarketingIn order to meet the challenge of reducing barriers to silo cooperation, the CMO must take on a new role in the organization. However, there are a variety of roles to choose from, from that of a facilitator to others that are more ambitious. The selection of the right role, which will vary over activities and over time, can be critical to CMO success or even survival. The determination of the country, product, and functional scope of the CMO team...Desde 8,20 €
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Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidCapítulo de Libro 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."Desde 8,20 €
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Adapt the Master Brand to Silo Markets: Developing a Master Brand Strategy
Aaker, DavidCapítulo de Libro 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 ...Desde 8,20 €
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Use Teams and Other Routes to Silo Linking: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidCapítulo de Libro HBS-6282BC-EMarketingA major challenge of creating business strategy is to develop organizational structures that will help overcome the parochialism and power of silo groups. Organizational structures and processes need to be developed that will create silo linking, whereby people can enhance cross-silo information flow and develop and implement programs across silos. This chapter discusses a variety of devices available for firms to forward silo linking, including ...Desde 8,20 €
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Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo Environment
Aaker, DavidCapítulo de Libro HBS-6288BC-EMarketingMost CMOs looking at their organizations see too many brands with too few priorities and too little leverage-a context that makes it difficult to create strong brands and effective marketing. Silos, particularly product silos, can significantly contribute to brand proliferation and the absence of an effective portfolio strategy. Developing a brand portfolio strategy in a silo environment involves making the decision to add or eliminate brands, as...Desde 8,20 €
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Develop a Common Planning Process and Information System: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidCapítulo de Libro 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...Desde 8,20 €