What are the keys to effective Internal Marketing?

Traditionally,

Now,Now,

Organization Marketers Customers

Organization

Marketers

Customers

Internal Marketing

Requires that everyone in the organization accept the concepts

and goals of marketing...

And engage in choosing , providing, and communicating customer value.

There are 3 major steps to effective internal marketing

Organizing the Marketing Department

Functional Organization

Marketing Vice PresidentMarketing

administration manag

er

Advertising and

sales promoti

on manage

r

Sales manag

er

Marketing

research

manager

New-produ

cts manag

er

Functional specialists report to a marketing vice president who coordinates their activities

Geographic Organization

A company selling in national market often organises its sales force along geographic

lines

Product/Brand Management Organization

Companies producing a variety of products and brands often establish a

product/brand management organisation

Market Management Organization

It is desirable when customers fall into different

user groups with distinct buying preferences and

practices

Matrix Management organization

Companies that

produce many

products for many markets

may adopt this

method

Relationships with Other Departments

Coordinate marketing with finance , operations, and other company functions to serve the customer

Building a Creative Marketing Organization

Transforming into a true market driven company requires...

Developing a company wide passion for customers

Organizing around customer segments instead of products

Understanding customers through qualitative and quantitative research

Created By : Shubham Maheshwari , IIT Guwahati

During an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com