Managing a Holistic
Marketing Organization
for the Long Run
Marketing Management, 13
thed
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Chapter Questions
• What are important trends in marketing
practices?
• What are the keys to effective internal marketing?
• How can companies be responsible social
marketers?
• How can a company improve its marketing skills?
• What tools are available to help companies
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Organizing the
Marketing Department
• Functional Organization
• Geographic Organization
• Product- or Brand-Management Organization
• Market-Management Organization
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Figure 22.3 Vertical Product Team
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Figure 22.3 Triangular Product Team
• PM = Product Manager
• R = Market Researcher
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Figure 22.3 Horizontal Product Team
• PM = Product Manager
• R = Market Researcher
• C = Communication Specialist
• S = Sales Manager
• D = Distribution Specialist
• F = Finance Specialist
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Table 22.4
Social Marketing Planning Process
Where are we?
Where do we want to go?
How will we get there?
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Figure 22.5 The Control Process
What do we want to achieve?
What is happening?
Why is it happening?
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Types of Marketing Control
Annual plan control
Profitability control
Efficiency control
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Marketing Profitability Analysis
• Step 1: Identify functional expenses
• Step 2: Assign functional expenses to
marketing entities
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Types of Costs
Direct costs
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Characteristics of
Marketing Audits
Comprehensive
Systematic
Independent
