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sameer-mathur
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MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
What are the keys to effective internal marketing?
Internal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.
Organizing the marketing department
• Functional organization•Geographic organization• By product or brand management organization•Market management organization•Matrix management organization
• PM = Product Manager• R = Market Researcher• C = Communication Specialist• S = Sales Manager•D = Distribution Specialist• F = Finance Specialist• E = Engineer
Horizontal Product Team
Eliminate product manager positions for minor positions and assign two or more products to each remaining manager
Market management organization
When consumers fall into different user groups with distinct buying preferences and practices, a market-management organization is desirable.
Market-Management Organization