WHAT ARE THE KEYS TO EFFECTIVE INTERNAL MARKETING?
What are the keys to effective internal marketing?
Aug 15, 2015
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WHAT ARE THE KEYS TO
EFFECTIVE INTERNAL
MARKETING?
Internal Marketing requires all employees to realise that
their job is to create, serve and satisfy customers.
Marketing
Vice President
Marketing Administration
Manager
Marketing Research Manager
New-products Manager
Advertising&
Sales Promotion
Manager
Sales Manager
Organizing the Marketing Department
FUNCTIONAL ORGANISATION
1
Organizing the Marketing Department
GEOGRAPHICAL ORGANISATIONNational Sales
Manager
Regional Sales Manager
Zone Managers
District Managers
Sales people
1
Organizing the Marketing Department
PRODUCT- OR BRAND-
MANAGEMENT ORGANISATION
HUB-AND-SPOKE
SYSTEM
1
Brand/Product manager
is at the centre, with spokes
leading to various
departments
(R&D, Media, Market
research, Legal, Fiscal, etc.)
representing working
relationship.
Organizing the Marketing Department
PRODUCT- OR BRAND-
MANAGEMENT ORGANISATION
BRAND-ASSET
MANAGEMENT TEAM
1
Run by
BAMTs and
affect
brand’s
performanc
e.
Organizing the Marketing Department
PRODUCT- OR BRAND-
MANAGEMENT ORGANISATION
ELIMINATE PRODUCT
MANAGER
1
Same product manager for
different products
Different product manager
for different products
Organizing the Marketing Department
MARKET - MANAGEMENT
ORGANISATION
1
Market managers develop
long-range and annual
plans for their markets.
Judging criteria: market’s
growth and profitability
Organizing the Marketing Department
MATRIX - MANAGEMENT
ORGANISATION
1
Companies that produce
many products employ both,
market and product
managers.
Result: Frequent conflicts
2 Relationship with other Departments
CMO must work through persuasion > authority
(1) Coordinate
the
company’s
internal
marketing
activities
(2) Coordinate
marketing with
finance,
operations etc.
to serve the
customer
3 Building a Creative Marketing Organisation
Developing company wide passion for customers
Organising around customer segments
Understanding customers through research
Created by Deboleena Dutta, LSR,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
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