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Contents Detailed Table of Contents Preface Acknowledgments Introduction: The New Cmo¿Why? Chapter 1: Find The Right Role And Scope: The CMO¿s New Job Description Chapter 2: Gain Credibility And Buy-In Chapter 3: Use Teams and Other Routes To Silo Linking Chapter 4: Develop Common Planning Processes, Information Systems, and Market Analysis Chapter 5: Adapt The Master Brand To Silo Markets Chapter 6: Prioritize Brands In The Portfolio Chapter 7: Conduct A Silo Audit Conclusion - The CMO¿s First 90 Days Contents Preface Acknowledgments Introduction: The New CMO¿Why? Six Deadly Sins of a Silo Structure Marketing Resources Are Misallocated or Underutilized Silo Spanning Brands Lack Clarity and Linkage Silo Spanning Offerings or Programs are Inhibited Functional Marketing Competences Are Weakened Success Is Not Leveraged Across Silos Organizational Culture Languishes Enter the CMO Reducing Silo Power: Why Is It Hard? From Silos to Synergy A Roadmap for CMO Success Chapter 1: Find the right role and scope: The CMO¿s New Job Description Five Hats: Facilitator, Service Provider, Consultant, Strategic Partner, Strategic Captain Which Roles? How Roles Evolve Activity Scope and Authority Product and Country Scope Chapter 2: Gain credibility and buy-in Gain CEO Support¿A Key to Success Acquire Customer Knowledge Show Success Visibly Get Easy Wins¿Hitting Singles Deliver Impact¿Hit a Home Run Respect and Engage the Silo Units Upgrade the Marketing Staff Skills Needed Sourcing People Silo Marketing Talent Talent Training System Chapter 3: Use teams and other routes to silo linking Cross-Silo Marketing Teams Keys to Successful Teams Clarity of Mission The Right People Competent Leadership Dealing with Multiple Cultures Succeeding with Virtual Teams Strategic Linking Spectrum Informal Networks Liaison Roles Integrator Matrix Organizations Where Should You Land on the Spectrum? Creating a Cross-Silo Culture Chapter 4: Develop A Common Planning Processes, Information Systems, And Market Analysis Customer, Competitors, and Market Trends Business Strategy Product-marketing investment Strategy¿Where to Compete The Customer Value Proposition Assets and Competences Functional Strategies and Programs Brand Strategy Silo Market Strengths Marketing Information Systems Chapter 5: Adapt The Master Brand To Silo Markets Standardizing the Master Brand Adapting the Master Brand¿Why and When Adapting the Master Brand--How Create Relevant Associations Augment with Additional Associations Spinning Existing Associations Emphasize Different Associations Using a Branded Differentiator Top-Down vs. Bottom UP Chapter 6: Prioritize Brands In The Portfolio The Use of A Corporate or Master Brand for the Silo Business Awareness/Presence The Silo Brand Option Subbrands and Endorsed Brands Chapter 7: Conduct A Silo Audit Create Great Marketing in a silo world The Scope and Authority of the Silo Marketing Team How Many Communication Partners? Allocating Marketing Resources Across Silos Communication the Brand Internally Conclusion - The CMO¿s First 90 Days Assessment of the Silo¿s Role in the Organization Assessment inputs Action Plan¿Prioritizing Short and Long Term Goals
Library of Congress Subject Headings for this publication:
Marketing -- Management.