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What are the keys to effective internal marketing


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Based on chapter 21 of Kotler book , "Managing a Holistic Marketing Organization for the Long Run".

Published in: Marketing
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What are the keys to effective internal marketing

  1. 1. What are the keys to effective Internal Marketing?
  2. 2. Traditionally, Now,Now, Organization Marketers Customers Organization Marketers Customers
  3. 3. Internal Marketing Requires that everyone in the organization accept the concepts and goals of marketing...
  4. 4. And engage in choosing , providing, and communicating customer value.
  5. 5. There are 3 major steps to effective internal marketing
  6. 6. Organizing the Marketing Department
  7. 7. Functional Organization Marketing Vice President Marketing administration manager Advertising and sales promotion manager Sales manager Marketing research manager New- products manager Functional specialists report to a marketing vice president who coordinates their activities
  8. 8. Geographic Organization A company selling in national market often organises its sales force along geographic lines
  9. 9. Product/Brand Management Organization Companies producing a variety of products and brands often establish a product/brand management organisation
  10. 10. Market Management Organization It is desirable when customers fall into different user groups with distinct buying preferences and practices
  11. 11. Matrix Management organization Companies that produce many products for many markets may adopt this method
  12. 12. Relationships with Other Departments
  13. 13. Coordinate marketing with finance , operations, and other company functions to serve the customer
  14. 14. Building a Creative Marketing Organization
  15. 15. Transforming into a true market driven company requires... Developing a company wide passion for customers Organizing around customer segments instead of products Understanding customers through qualitative and quantitative research
  16. 16. Created By : Shubham Maheshwari , IIT Guwahati During an internship by Prof. Sameer Mathur, IIM Lucknow.