How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. In fact team building can be the primary objective.
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