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· 제목 : Spanning Silos: The New CMO Imperative (Hardcover) (The New Cmo Imperative)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781422128763
· 쪽수 : 217쪽
· 출판일 : 2008-09-16
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781422128763
· 쪽수 : 217쪽
· 출판일 : 2008-09-16
목차
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
