Top 10 Concepts

Managing A Holistic Marketing Organization for the Long Run

Miguel S. VeaDec. 1, 2009

Outline: Modern marketing departments are evolving because:

1. Role of Marketing is changing

2. Everyone must now be involved

3. Can be arranged in different ways

4. “Think customer”

5. Companies are transforming

Outline: Modern marketing departments are evolving because:

6. Must be matched with high level CSR

7. Cause-related Marketing is in

8. Implement properly

9. Monitor and control

10. holistic, not departmental

The role of Marketing is changing

• From middleman….

• To integrator of all customer-facing processes

Everyone must be involved

Everyone in the organization must

• Buy into concepts and goals• Engage in choosing,

providing, communicating customer value

• ALL employees create, serve, satisfy

Modern Marketing departments can be arranged in different

ways• Functionally

• Geographically

• By product

• By market

• Matrix

The need for all to “think customer”

• Strong cooperation with other departments

• Balanced orientation in determining customer’s best interest

Companies are transforming…

• ….into market-driven companies

• Developing passion for customers

• Understanding customers via research

Effective marketing must be matched with CSR

• A strong sense of ethics, values, and social responsibility

• A more active and strategic role with CSR

• Most admired companies serve people’s interests

Linking contributions to a designated cause

• Improves social welfare• Improves brand positioning• Strengthens consumer

bond• Enhance public image• Boost internal morale• Drive sales• Increase market value

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+

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Implement properly

• Strategy is useless if not implemented properly

• Great not for what it is but what it does!

• The who, where, when, and how of marketing activities

Monitor and control

• To know if planned results are being achieved

• Making money

• Efficient spending

• Opportunities being pursued

Holistic. NOT departmental

• A larger influence = main architects of strategy

• Continuously create new ideas; treat customers differently but appropriately

• Modern Marketing will continue to evolve and confront new challenges

NOT

Summary

1. Marketing is an integrator

2. Whole company must be involved

3. Organized in different ways

4. Cooperation from all departments

5. From product to market – driven

Summary

6. CSR complements effective marketing

7. Contribution to a cause = boost in sales

8. Implement properly

9. Monitor and control

10.Holistic