MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

KEYS TO EFFECTIVE

INTERNAL MARKETING

ORGANIZING THE MARKETING DEPARTMENT

FUNCTIONAL ORGANIZATION

MARKETING VP

MARKETING ADMINISTRATION

MANAGER

ADVERTISING AND SALES MANAGER

SALES MANAGERMARKETING RESEARCH MANAGER

NEW PRODUCTS MANAGER

GEOGRAPHIC ORGANIZATION

NATIONAL SALES

MANAGER

AREA SALES

MANAGER

AREA MARKET

SPECIALIST

“Companies like ‘Miami-Diado County’ hire market

specialists who focus on very specific regions”

PRODUCT OR BRAND MANAGEMENT ORGANIZATION

THE HUB-AND-SPOKE SYSTEM

2nd

Alternative:

PRODUCT TEAMS

*TYPES OF PRODUCT TEAMS

PM

APM

PA

PM

R

C

PM

R C S D E F

VERTICAL

PRODUCT

TEAM

TRIANGULAR PRODUCT

TEAM

HORIZONTAL PRODUCT TEAM

KEY:

PM: PRODUCT MANAGER

APM: ASSOCIATE PRODUCT MANAGER

PA: PRODUCT ASSISTANT

R: MARKET RESEARCHER\

C: COMMUNICATION SPECIALIST

S: SALES MANAGER

D: DISTRIBUTION SPECIALIST

F: FINANCE/ACCOUNTING SPECIALIST

E: ENGINEER

3rd

Alternative:

ASSIGN MORE PROJECTS TO A

SINGLE PROJECT MANAGER

4th

Alternative:

CATEGORY MANAGEMENT

MARKET MANAGEMENT ORGANIZATION

MARKET CENTERED ORGANIZATION CONSUMER MANAGEMENTORGANIZATION

“Companies like Xerox & HP centered

their businesses around market

rather than product”

MATRIX MANAGEMENT ORGANIZATION

COMPANIES HIRE BOTH PRODUCT AND MARKET MANAGERS

RELATIONSHIPS WITH OTHER DEPARTMENTS

Role of CMO:

1.

COORDINATE WITH

COMPNAY’S INTERNAL

MARKETING ACTIVITIES

2.

COORDINATING MARKETING

WITH FINANCE,OPERATIONS

AND OTHE RFUNCTIONS

BUILDING A CREATIVE MARKETING ORGANIZATION

DEVELOPING A COMPANY-

WIDE PASSION FOR

CUSTOMERS

ORGANIZING AROUND

CUSTOMER SEGMENTS

RATHER THAN PRODUCTS

UNDERSTANDING

CUSTOMERS THROUGH

QUALITATIVE AND

QUANTITATIVE

RESEARCH