Aaker, Marketing and Operations - Leadership Digital

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Aaker

Marketing

Operations

Make Your Competition Irrelevant

Harvard Business Review

APRIL 7, 2011

This is the route that breakthrough brands take, and is for most marketers the only route to growth and profitability. Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.

Aaker

Aaker Brand Marketing Innovation

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand

Brand Aaker Objective Team Building

Make Your Competition Irrelevant

How CMOs Build Brands by Collaborating Across Silos

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