What are important trends in marketing practices

MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

What are important trends in marketing practices?

Holistic Marketing

Trends in marketing practices

• Reengineering• Outsourcing• Benchmarking• Supplier partnering• Customer partnering• Merging• Globalizing

• Flattening• Focusing• Justifying• Accelerating• Empowering• Broadening• Monitoring

1Reengineering

“Appointing teams to manage customer-value-building processes and break down walls between departments”

2

“buying more goods and services from outside domestic or foreign vendors”

3

studying “best practice companies” to improve performance

4Supplier partnering

“Partnering with fewer but better value-adding suppliers”

5Customer partnering

“ Working more closely with customers to add value to their operations”

6Merging

“Merging with firms in the same or complementary industries to gain economies of scale and scope”

7Globalizing

“Increasing efforts to think global and act global”

8Focusing

“Determining the most profitable businesses and customers and focusing on them”

9Justifying

“Becoming more accountable by measuring, analyzing and documenting the effects of marketing actions”

10Accelerating

“Designing the organization and setting up processes to respond more quickly to changes in the environment”

11Empowering

“Encouraging and empowering personnel to produce more ideas and take more initiative”

12Broadening

“Factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise”

13Monitoring

“Tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices”

RecapReengineering

Supplier Partnership Customer Partnership Merging

Outsourcing Benchmarking

Globalizing

Accelerating

Focusing

Empowering

Justifying

Broadening

Recap

Monitoring

Recap