December 16th 2009
Spanning Silos. The New CMO Imperative. David Aaker.
Spanning Silos. The New CMO Imperative. David Aaker. 2009. ISBN 1422128768, 9781422128763. This is a specialist’s book. After interviews with over 40 CMOs Aaaken has laid out how larger companies can better use their central marketing resources and eliminate the silos of marketing efforts that are often the norm. This is not an issue that our clients have as they are more often worried about the silos called sales and marketing. His ideas on how to achieve this cross silo agreement are also useful for the spanning of other silos in any company. As an academic the author is well researched and documented. I would not rsuh out to buy this book, but it is certainly worth a library read. I appreciated his company stories.
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Category: Communication, Marketing, Strategy