Tag Archives: Brand equity

Spanning Silos : The New CMO Imperative by David A. Aaker.. ISBN: 9781422128763

Synopsis Powerful product, country, and functional silos are jeopardizing companies’ marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes – all of which can threaten a company’s survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is …
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