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(Kotler, Chap. 21-2) What Are The Keys To Effective Internal Marketing?

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(Kotler, Chap. 21-2) What Are The Keys To Effective Internal Marketing?

(Kotler, Chap. 21-2) What Are The Keys To Effective Internal Marketing?

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  • 1. What Are The Keys To Effective Internal Marketing? Kotler, Chapter 21 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  • 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 3. 3 Contents Internal Marketing Organizing the Marketing Department Functional Organization Geographic Organization Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 4. 4 Contents Product or Brand Management Market Management Organization Matrix Management Organization Summary Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 5. 5 Internal Marketing Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 6. Organizing the Marketing Department 6 Marketing Management | Kotler and Keller
  • 7. Organizing the Marketing Department 7 Functional Organization Geographic Organization Product or Brand Management Organization Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 8. Organizing the Marketing Department 8 Market Management Organization Matrix Management Organization Marketing Management | Kotler and Keller
  • 9. Functional Organization 9 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 10. Functional Organization It is the most common form of marketing organization. The main advantage of a functional organization is it’s administrative simplicity. 10 Marketing Management | Kotler and Keller
  • 11. Geographic Organization 11 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 12. Product or Brand Management Organization 12 Marketing Management | Kotler and Keller
  • 13. Product or Brand Management Organization There are three types of product teams associated: •Vertical Product Team •Triangular Product Team •Horizontal Product Team 13 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 14. Market Management Organization 14 Marketing Management | Kotler and Keller
  • 15. Market Management Organization 15 When customers fall into different user groups with distinct buying preferences and practices, a market management organization is desirable. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 16. Matrix Management Organization 16 Marketing Management | Kotler and Keller
  • 17. Matrix Management Organization 17 Both product and market managers employed Some corporate marketing groups assist top management with overall opportunity evaluation Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 18. Summary Internal Marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing and communicating customer value. Modern Marketing departments can be organized in a number of different ways that include Functional, Geographic, Brand Management, Market Management and Matrix Management. 18 Marketing Management | Kotler and Keller
  • 19. Image Credits • http://i1.wp.com/contentmarketinginstitute.com/wp-content/uploads/2013/04/content-marketing-department-altimeter-group-infographic.jpg?resize=640%2C480 • http://images.flatworldknowledge.com/collins_2.0/collins_2.0-fig06_008.jpg • http://images.flatworldknowledge.com/collins_2.0/collins_2.0-fig06_010.jpg 19 • http://wwwdelivery.superstock.com/WI/223/1538/PreviewComp/SuperStock_1538R-49955.jpg • http://elainefogel.net/wp-content/uploads/2012/05/Internal-marketing-chalkboard-250x184.png • http://www.heathervreeland.com/wp-content/uploads/2010/08/internal-versus-external.png • http://1.bp.blogspot.com/-wQ4W6vaHo8w/U1fOMjIgTQI/AAAAAAADNxk/cuAhj0ju-Mc/s1600/brand_management1.jpg • http://www.referenceforbusiness.com/management/images/eom_0005_0001_0_img0136.jpg • http://images.flatworldknowledge.com/collins_2.0/collins_2.0-fig06_015.jpg Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 20. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 20 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 21. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com