The document discusses different ways to organize a marketing department including functional, geographic, product-based, market-based, and matrix organizational structures. It also notes that the marketing department should coordinate internal marketing activities with other departments like finance and operations to serve customers. Finally, it provides recommendations for building a creative marketing organization such as developing passion for customers, organizing around customer segments, and understanding customers through research.

1. -KARTIK BHARGAVA

2. ORGANIZING
THE MARKETING
DEPARTMENT

3. Functional organization

4. Geographic Organization

5. Product or brand management
organization

7. Market-management organization

8. Matrix-management organization

9. RELATIONSHIPS
WITH THE OTHER
DEPARTMENTS

10. Coordinate the company’s internal
marketing activities
coordinate marketing with finance,
operations and other company
functions to serve the customer

11. BUILDING
A CREATIVE MARKETING
ORGANIZATION

12. Developing a company wide passion for
customers
organizing around customer segments
instead of products
understanding customers through
qualitative and quantitative research