MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN

1. MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
What are the keys to effective
internal marketing?

2. INTERNAL MARKETING

3. Internal marketing requires that everyone in the
organization accept the concepts and goals of
marketing and engage in choosing, providing, and
communicating customer value.

4. Organizing the marketing department
• Functional organization
• Geographic organization
• By product or brand management organization
• Market management organization
• Matrix management organization

5. Functional Organization

6. Geographic Organization

7. Product Organization
1st Alternative

8. Hub and Spoke
System

9. • Vertical Product Team
• Triangular Product Team
• Horizontal Product Team
2st Alternative

10. • PM = Product Manager
• APM = Associate PM
• PA = Product Assistant
Vertical Product
Team

11. • PM = Product Manager
• R = Market Researcher
• C = Communication
Specialist
Triangular Product
Team

12. • PM = Product Manager
• R = Market Researcher
• C = Communication
Specialist
• S = Sales Manager
• D = Distribution Specialist
• F = Finance Specialist
• E = Engineer
Horizontal Product
Team

13. 3rd Alternative

14. Eliminate product manager positions for minor
positions and assign two or more products to
each remaining manager

15. 4th Alternative

16. Category management, a company focuses on product
categories to manage its brands.

17. Market management organization
When consumers fall into different user groups with
distinct buying preferences and practices, a market-
management organization is desirable.
Market-Management Organization

18. matrixMatrix-Management Organization

19. Recap
• Functional organization
• Geographic organization
• By product or brand management organization
• Market management organization
• Matrix management organization