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What are the keys to effective internal marketing?

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

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What are the keys to effective internal marketing?

  1. 1. WHAT ARE THE KEYS TO EFFECTIVE INTERNAL MARKETING?
  2. 2. PAST Organization Marketers Customers NOW Organization Marketers Customers
  3. 3. ORGANISING THE MARKETING DEPARTMENT
  4. 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. 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. 6. PRODUCT/BRAND ORGANISATION COMPANIES PRODUCING A VARIETY OF PRODUCTS/BRANDS OFTEN ESTABLISHES A PRODUCT MANAGEMENT ORGANISATION #3
  7. 7. VERTICAL PRODUCT TEAM TRIANGULAR PRODUCT TEAM HORIZONTAL PRODUCT TEAM
  8. 8. MARKET- RELATED ORGANISATION THIS IS USED WHEN CUSTOMERS FALL INTO DIFFERENT USER GROUPS WITH DISTINCT BUYING PREFERENCES AND PRACTICES #4
  9. 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. 10. RELATIONSHIP WITH OTHER DEPARTMENTS COORDINATE MARKETING WITH FINANCE, OPERATIONS AND OTHER DEPARTMENTS TO SERVE THE CUSTOMER
  11. 11. BUILDING A CREATIVE MARKETING ORGANISATION
  12. 12. THANK YOU

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