David A. AakerBesprekingen

Lo mejor para posicionamiento de marcas.

Spanning Silos, identifies the biggest challenge in global business today, working with and through the product, service and P&L silos within established businesses. David Aaker, discusses the challegnes fromm a CMO perspective, however this is an equally large challenge in the agency and marketing service partners of these organisations. A must read for anyone working in a managment position within a global company with responsibility for any cross border activity.

Read it and learn. Times may change, but as seen in Aakers examples, marketing never does. The principle still apply.

Yes, it's a marketing book, get over it. There's some fascinating stuff in this book, which gives a great incite into the world of global branding and marketing. A lot of the content is actually just common sense, but it is very clearly spelled out here - maybe too clearly in places, it's not always necessary to provide an example, a bullet point diagram and an explanation for each point. The book suffers a little towards the end when it starts talking about more specific cases which unless you're brand manager for Pepsi, you probably don't care about. It would also have been nice if the examples weren't all US and they weren't all 10 years out of date, but then the book can't magically update itself I suppose. A very well written and very interesting introduction to the field.

A dense read - very detailed - but alienates beginners or those with a passing interest.½