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Marketing Guru David Aaker, "Spanning Silos" - Haas School

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Uploaded on Nov 24, 2008

Haas Marketing Professor Emeritus David Aaker shares insights from his recently published book, Spanning Silos, at the Haas School of Business, UC Berkeley.

Aaker explains how organizational silos -- defined by products, countries, or functions -- have become barriers to effective and efficient marketing and strong brand development. This lecture is
part of the Dean's Speaker Series and the David Aaker Distinguished Lecture Series in Marketing. Professor Emeritus Aaker is vice chairman of Prophet Brand Strategies. (October 27, 2008)

The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself.

Visit our website at http://haas.berkeley.edu

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