Managing a Holistic

Marketing Organization for the Long Run

Part 1

What are the important trends in marketing

practices?

There have been changes in marketing macro environment

Globalization, deregulation, marketing

fragmentation, consumer

empowerment and environmental concerns

This has led to shifts in marketing practices

Globalizing: Increasing efforts to think global and act local

Broadening

Factoring the interests of customers, employees and other stakeholders into the activities of the

enterprise

Monitoring Tracking what is said online and elsewhere Studying customers, competitors and others to improve business practices

Supplier partnering and Customer partnering

Merging

Benchmarking: Studying “best practice companies” to improve performance

Flattening Reducing the number of organizational levels to get closer to the customer

Accelerating Designing the organization and setting up process to respond more quickly to the environment

Justifying Becoming more accountable for the effects of the firm’s actions

Focusing: Concentrating on the most profitable businesses and customers

Reengineering Appointing teams to manage customer value building processes and break down walls between departments

Empowering: encouraging personnel to produce more ideas and take more initiative

Recap Shifts in marketing and business practices

Broadening

Empowering

Accelerating

Justifying

Focusing

Flattening

Globalizing

Merging

Customer partnering

Supplier partnering

Benchmarking

Outsourcing

Reengineering

Monitoring

Thank you!