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Title: Spanning Silos
Subtitle: The New CMO Imperative
Author: David Aaker
Narrator: Phil Gigante
Format: Unabridged
Length: 6 hrs and 59 mins
Language: English
Release date: 11-25-08
Publisher: Brilliance Audio
Ratings: 3 of 5 out of 3 votes
Genres: Business, Marketing
Publisher's Summary:
As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy.
This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just 23 months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:
