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Chapter
23
Managing a Holistic
Marketing
Organization for the
Long Run

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Trends in
Marketing Practices
• Reengineering • Focusing
• Outsourcing • Justifying
• Benchmarking • Accelerating
• Supplier partnering • Empowering
• Customer partnering • Broadening
• Merging • Monitoring
• Globalizing • Uncovering
• Flattening

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Internal Marketing
• Internal marketing requires that everyone in
the organization accept the concepts and
goals of marketing and engage in identifying,
providing, and communicating customer value

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Organizing the Marketing

Department
• Functional organization
• Geographic organization
• Product- or brand-
management organization
• Market-management
Organization
• Matrix-management
Organization

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A Creative
Marketing Organization
• Shift to customer-focus • Develop in-house
• Appoint marketing marketing training
officer & task force • Install marketing planning
• Get outside help system
• Change reward system • Establish annual
• Hire marketing talent recognition program
• Shift to a process-
outcome focus
• Empower employees
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Socially Responsible Marketing

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Corporate Social Responsibility

• Legal behavior
• Ethical behavior
• Social responsibility behavior
& socially responsible business
models
• Sustainability & greenwashing

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Cause-Related Marketing
• Links the firm’s contributions toward a designated
cause to customers’ engaging directly or indirectly in
revenue-producing transactions with the firm
– Is part of corporate societal marketing (CSM)

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Cause-Related Marketing

Builds brand Enhances

awareness brand image

Establishes
Elicits brand brand
engagement credibility

Creates brand Evokes brand

community feelings

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Cause-Related Marketing
• Align focus area with • Develop cross-functional
your mission strategy team
• Evaluate institutional • Leverage your assets with
“will” and resources partner(s)
• Analyze competitors’ • Communicate through
cause positioning every channel
• Choose partners • Go local
carefully • Innovate
• Don’t underestimate
program name
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Social Marketing
• Social marketing by nonprofits or government
organizations furthers a cause

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Social Marketing

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Social Marketing

 Choose target markets ready to respond

 Promote doable behavior in simple terms
 Explain the benefits in compelling terms
 Make it easy to adopt the behavior
 Develop attention-grabbing messages
 Use education-entertainment approach

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Marketing Implementation/Control
• Marketing implementation
– The process that turns
marketing plans into action
assignments and ensures
they accomplish the plan’s
stated objectives
– Marketing resource
management (MRM) software

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Marketing Implementation/Control
• Marketing control
– The process by which firms assess the effects
of their marketing activities and programs and
make necessary changes and adjustments

Annual Plan Control Efficiency Control

Profitability Control Strategic Control

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Annual plan control

• Marketing metrics
– Sales metrics
– Customer readiness to buy
metrics
– Customer metrics
– Distribution metrics
– Communication metrics

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Strategic Control
• Marketing audit
– A comprehensive, systematic, independent,
and periodic examination of a company’s or
business unit’s marketing environment,
objectives, strategies, and activities, with a
view to determining problem areas and
opportunities and recommending a plan of
action to improve the company’s marketing
performance

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Marketing Audit Components

Marketing Marketing
environment strategy

Marketing Marketing
function organization

Marketing Marketing
productivity systems

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The Marketing Excellence Review

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The Future of Marketing

• The coming years will see:
– The demise of the marketing department and the rise
of holistic marketing
– The demise of free-spending marketing and the rise
of ROI marketing
– The demise of marketing intuition and the rise of
marketing science
– The demise of manual marketing and the rise of both
automated and creative marketing
– The demise of mass marketing and the rise of
precision marketing

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Holistic Marketing
• CRM • PR marketing
• PRM • Brand-building & brand-
• Database marketing & asset management
data mining • Experiential marketing
• Contact center • Integrated marketing
management & communications
telemarketing • Profitability analysis
• Digital marketing &
social media

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