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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 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 twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strength your credibility with silo teams and your CEO Use cross-functional teams and other strategic linking devices Foster communication across silos Select the right CMO role-- from facilitator to strategic captain Develop common planning processes Adapt your brand strategy to silo units Allocate marketing dollars strategically across silos Develop silo-spanning marketing programs In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.
Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New “digital marketing strategy” topics—including the metaverse, algorithmic bias, augmented reality, influencers, and gamification—are integrated throughout the book. Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.
'Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units.
In more recent times, the essence of the gatekeeper's role has moved to the 'boundary spanner' - a systems thinker who understands the specific needs and interests of the organization and whose greatest asset is their ability to move across and through the formal and informal features of the modern organization. There are many types of boundaries associated with an organization, for example, horizontal, (function and expertise), vertical (status, hierarchy), geographic, demographic, and stakeholder. Boundaries are "the defining characteristic of organizations and, boundary roles are the link between the environment and the organization" (Aldrich & Herker, 1977) with functions crucial to the effectiveness and success of the organization. Despite being a critical success factor for an organization, beginning in the 1970s, the term - 'boundary spanning' has had an intermittent research history: there has been no systematic body of research that has evolved over time. This book aims to invigorate, excite, and expand the literature on boundary spanning in a diverse range of disciplines such as sociology, organizational psychology, management, medicine, defence, health, social work, and community services. The book serves as the first collection of reviews on boundary spanning in organizations.
Bob Lord and Ray Velez of Razorfish - the all-media, cutting-edge advertising agency - offer a clear description of the effects of today's collision of marketing and technology. They explain the challenges and opportunities inherent in a transformed world of business. Razorfish has profited from and at times even driven the current techno-media wave of change in both technology and media. The authors' ideas are valuable, but not ahead of the curve. They discuss what is already well underway, rather than predicting coming changes. getAbstract recommends their keen assessment of the complex status quo to those who need to understand it better and to those considering change, involved in marketing or shaping corporate messages.
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
What capabilities do leaders need to effectively navigate the complexities of today's digital, dynamic, disruptive landscape? Drawing on groundbreaking research, this book explores how leaders shape a philosophy for human-centered organisations aligned with Generations Y and Z values, steering towards agile, innovative, and regenerative leadership. Based on over two decades of experience in leadership development in global corporations and academia, the author provides an innovative framework for future-fit leadership development. This practical framework supports you to: Identify core capabilities for leading a multigenerational workforce through digital transformation. Evaluate personal leadership strengths and development potential. Foster future-fit leadership within teams and across the organisation. Lead organisational transformation through the development of future-fit leadership. In a world of constant change, future-fit leadership becomes the cornerstone of sustainable success. These leaders, possessing vision, adaptability, and resilience, navigate complexities to create thriving organisations. Prioritising agility, future-fit leaders foster responsiveness and continuous learning. Nurturing diversity and inclusivity, they unlock collective intelligence, fueling creativity and sustainable innovation. Beyond profits, they recognise the broader impact of their organisations, adopting a values-driven, long-term perspective that integrates environmental, social, and governance considerations. Future-Fit Leadership – A Guidebook for Today’s Dynamic, Digital Environment is a valuable resource for business leaders, HR professionals, and educators. It provides practical techniques, real-world examples, and guidance to boost organisational performance and cultivate future-fit leadership for transformative success. The book comprises insightful interviews from leaders at Siemens, HP, Daiichi-Sankyo, and Twente University.
In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture; addresses the need of corporate ethnographers to be adept at reading and translating the social constructions of knowledge and power, in order to contribute to the team process of engaging research participants, clients and stakeholders; reveals the essentially dynamic process of collaborative ethnography; shows how multifunctional teams design and carry out research, communicate findings and implications for organizational objectives, and craft strategies to achieve those objectives to increase the vibrancy of economies, markets and employment rates worldwide.
Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. This thoroughly revised edition of Breaking Through guides readers systematically through the ten breakthrough points of implementation, to explain how to execute a transformation to customer centricity, so that a company can engage continuously with its customers, making them allies and advocates with all the rewards that it brings. With updates on digital opportunities, social media, emerging markets (including Africa), and the social as well as financial impacts of customer centricity , this book successfully blends strategy with implementation and also features a range of innovative new and traditional business examples from across the globe. Easy to read, in-depth and full of practical advice, this is the essential step-by-step guide to implementing customer centricity to endure in the long-term.
“A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. “Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.” —Ann Lewnes, CMO Adobe Technology “I am a devoted user of David Aaker’s work over many years, I, like many of you, have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It’s just outstanding.” —Richard Lyons, Dean, Berkeley-Haas School of Business Administration