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