BOOK REVIEW: Making the connection

The marketing communications industry often divides itself into "silos" or disparate units and functions within businesses. What David Aaker aims to do in Spanning Silos is explore how these "barriers" can be broken down and the role of a central marketing officer (CMO) and centr...

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Bibliographic Details
Published in:Brand Strategy 2008, p.46
Main Author: Knox, Scott
Format: Newsletterarticle
Language:English
Subjects:
Chief operating officers
Discipline
Executives
Marketing
Online Access:Get full text
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Description
Summary:The marketing communications industry often divides itself into "silos" or disparate units and functions within businesses. What David Aaker aims to do in Spanning Silos is explore how these "barriers" can be broken down and the role of a central marketing officer (CMO) and central marketing team can be developed and enhanced. The most important element for the CMO of any corporation is gaining full board support, especially from the chief executive (CEO) and chief operating officer (COO). Without top-level buy-in, marketing is always seen as a luxurious overhead. Aaker aims to create a roadmap for CMO success which, on the surface, seems quite simplistic but as ever, can be difficult to implement. This book offers some good case studies and questions to ask but it is a tad repetitive.
ISSN:0965-9390