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By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur
Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run
OfMarketing Management: A South Asian
PerspectiveBy Kotler, Keller, Koshy and Jha
INTERNAL MARKETING
Requires everyone in the organization to accept the
concepts and goals of marketing….
Modern marketing departments can be
organized in a number of ways…
Functional Organization
GeographicOrganization
Product or Brand
Management Organization
Market-Management Organization
Matrix-Management Organisation
Most common form of marketing organization.
Functional specialists report to a marketing vice-
president who coordinates their activities.
Marketing Vice President
Marketing Administration
manager
Advertising and sales promotion manager
Sales Manager
Marketing Research Manager
New ProductsManager
Functional Organization
Companies producing a variety of products and brands…
often establish a product management organization.This serves as another layer
of management.
Brand/ProductManager
AdvertisingAgency Media
PromotionServices
Packaging
Purchasing
PublicitySales Force
MarketResearch
Fiscal
Legal
R&D
ManufacturingAnd
Distribution
When customers fall into different user groups with distinct buying preferences…
a Marketing Management organization is desirable.
Marketing managers supervise several market development managers, market specialists, or industry specialists and on functional services as needed.
And to coordinate marketing with finance, operations and other company functions to serve the customer.
Many companies now focus on key processes rather than departments…
Because departmental organization can be a
barrier to smooth performance.
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Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha