MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

What are the keys to effective internal marketing?

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

Functional Organization

Geographic Organization

Product Organization

1st Alternative

Hub and Spoke System

• Vertical Product Team• Triangular Product Team• Horizontal Product Team

2st Alternative

• PM = Product Manager• APM = Associate PM• PA = Product Assistant

Vertical Product Team

• PM = Product Manager• R = Market Researcher• C = Communication Specialist

Triangular Product Team

• PM = Product Manager• R = Market Researcher• C = Communication Specialist• S = Sales Manager•D = Distribution Specialist• F = Finance Specialist• E = Engineer

Horizontal Product Team

3rd Alternative

Eliminate product manager positions for minor positions and assign two or more products to each remaining manager

4th Alternative

Category management, a company focuses on product categories to manage its brands.

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

matrixMatrix-Management Organization

Recap

• Functional organization•Geographic organization• By product or brand management organization•Market management organization•Matrix management organization