Items
Details
Table of Contents
Introduction: The new CMO
why?
Find the right role and scope: the CMO's new job description
Gain credibility and buy-in
Use teams and other routes to silo linking
Develop a common planning process and information system
Adapt the master brand to silo markets
Prioritize brands in the portfolio
Create winning marketing in a silo world
Conclusion: The CMO's first ninety days.
why?
Find the right role and scope: the CMO's new job description
Gain credibility and buy-in
Use teams and other routes to silo linking
Develop a common planning process and information system
Adapt the master brand to silo markets
Prioritize brands in the portfolio
Create winning marketing in a silo world
Conclusion: The CMO's first ninety days.