Managing a holistic marketing organisation for the long run (Kotler and Keller) - What are the keys to effective internal marketing?

1. WHAT ARE THE KEYS TO EFFECTIVE
INTERNAL MARKETING?

2. PAST
Organization Marketers Customers
NOW
Organization
Marketers
Customers

3. ORGANISING THE MARKETING DEPARTMENT

4. Marketing Vice-president
Marketing
Administration
Manager
Advertising And
Sales Promotion
Manager
Sales Manager
Marketing
Research
Manager
New Products
Manager
FUNCTIONAL ORGANISATION
FUNCTIONAL SPECIALISTS REPORT TO A MARKETING VICE-PRESIDENT
WHO COORDINATES THEIR ACTIVITIES
#1

5. NATIONAL
SALES
MANAGER
GEOGRAPHIC ORGANISATION
A COMPANY SELLING IN NATIONAL MARKET OFTEN ORGANISES ITS
SALES FORCE ALONG GEOGRAPHIC LINES
NATIONAL
SALES
MANAGER
#2

6. PRODUCT/BRAND ORGANISATION
COMPANIES PRODUCING A VARIETY OF PRODUCTS/BRANDS OFTEN
ESTABLISHES A PRODUCT MANAGEMENT ORGANISATION
#3

7. VERTICAL PRODUCT TEAM
TRIANGULAR PRODUCT TEAM
HORIZONTAL PRODUCT TEAM

8. MARKET- RELATED
ORGANISATION
THIS IS USED WHEN CUSTOMERS FALL INTO
DIFFERENT USER GROUPS WITH DISTINCT
BUYING PREFERENCES AND PRACTICES
#4

9. MATRIX MANAGEMENT
ORGANISATION
THIS IS USED FOR CUSTOMERS THAT HAS VARIOUS DIFFERENT
PRODUCTS FOR DIFFERENT MARKETS
Market 1 Market 2 Market 3 Market 4
Product
Manager A
Product
Manager B
Product
Manager C
Product
Manager D
#5

10. RELATIONSHIP WITH OTHER DEPARTMENTS
COORDINATE MARKETING WITH FINANCE,
OPERATIONS AND OTHER DEPARTMENTS TO
SERVE THE CUSTOMER

11. BUILDING A
CREATIVE
MARKETING
ORGANISATION

12. THANK YOU