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What are the keys to effective internal marketing

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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. MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN What are the keys to effective internal marketing?
  2. 2. INTERNAL MARKETING
  3. 3. Internal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.
  4. 4. Organizing the marketing department • Functional organization • Geographic organization • By product or brand management organization • Market management organization • Matrix management organization
  5. 5. Functional Organization
  6. 6. Geographic Organization
  7. 7. Product Organization 1st Alternative
  8. 8. Hub and Spoke System
  9. 9. • Vertical Product Team • Triangular Product Team • Horizontal Product Team 2st Alternative
  10. 10. • PM = Product Manager • APM = Associate PM • PA = Product Assistant Vertical Product Team
  11. 11. • PM = Product Manager • R = Market Researcher • C = Communication Specialist Triangular Product Team
  12. 12. • PM = Product Manager • R = Market Researcher • C = Communication Specialist • S = Sales Manager • D = Distribution Specialist • F = Finance Specialist • E = Engineer Horizontal Product Team
  13. 13. 3rd Alternative
  14. 14. Eliminate product manager positions for minor positions and assign two or more products to each remaining manager
  15. 15. 4th Alternative
  16. 16. Category management, a company focuses on product categories to manage its brands.
  17. 17. 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
  18. 18. matrixMatrix-Management Organization
  19. 19. Recap • Functional organization • Geographic organization • By product or brand management organization • Market management organization • Matrix management organization

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