Marketing Excellence

Plus de détails

SPAIN

par Laura Chaparro

Front Office

par Robert van Rijn

Rio De Janeiro

par Brett Halperin

Ireland

par Eric Smithson

Organizing for Marketing Excellence

Organizational Culture

Attract curious open-minded human capital

Build through values, beliefs, norms and behavior

build effective informal and formal learning mechanisms

Offer resources and rewards

Demonstrate impact across financial and nonfinancial otucomes

Align leader walk and talk

Human Capital

Marketing employees

Marketing leaders

Is a key force in the creation, implementation, and evaluation of marketing strategy

Marketing capabilities

Specific functional capabilities related to the mkt mix

Strategic marketing planning and implementation

Relational capabilities as CRM, processes of acquiring and retaining valuable customers

Market sensing and knowledge management capabilities

Integrating the 4 elements

Integrating configurations such as organizational structures and control systems.

A firm's mkt capabilities are integrating proceses that facilitate coordination

A market-oriented culture reflects integrating values that align mindsets

Marketing leaders are integrating agents

One approach is to treat each MARKORG as an integrating force

Marketing configuration

They examine three broad configurations

Incentives and control systems

Shape agents' behavior to align with principals

The use of metrics

Finantial metrics

Net profits 28%

ROI 36%

Volume 43%

Mkt metrics

Market share 27%

Total customers 37%

Awareness 41%

organizational structure

Describes the organizational setting within which mkt capabilities are exercised and culture is activated

The paper focus on four elements of marketing organization. Also known as MARKOG

anticipation, adaptation, alignment, activation, accountabilit, attraction and asse management

These elements are mobilized throughout seven marketing activities

MARKOG- Capabilities, configuration, human capital and culutre