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

1. What are the keys to effective
Internal Marketing?

2. Traditionally,
Now,Now,
Organization Marketers Customers
Organization
Marketers
Customers

3. Internal
Marketing
Requires that everyone in the
organization accept the concepts
and goals of marketing...

4. And engage in choosing , providing, and
communicating customer value.

5. There are 3 major steps to effective
internal marketing

6. Organizing the Marketing
Department

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. Geographic Organization
A company selling in national market often
organises its sales force along geographic lines

9. Product/Brand Management
Organization
Companies producing a variety of
products and brands often establish a
product/brand management organisation

10. Market Management
Organization
It is desirable when customers fall
into different user groups with
distinct buying preferences and
practices

11. Matrix Management
organization
Companies
that produce
many
products for
many
markets may
adopt this
method

12. Relationships with Other
Departments

13. Coordinate marketing with finance ,
operations, and other company
functions to serve the customer

14. Building a Creative
Marketing Organization

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. Created By : Shubham
Maheshwari , IIT Guwahati
During an internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com