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!