Question

Topic: Strategy

Marketing As An Organizational Philosophy?

Posted by Anonymous on 2/3/2009 at 6:45 AM ET 50 Points
I have read that having a marketing dept in organizations can sometimes make their subordinates in other departments and functions do not want to take part in the marketing function.. should it be an organizational philosophy then? To meet customers need profitably?
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  • Posted on 2/4/2009 at 8:24 AM Author
    the AMA defines marketing : "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Describes it as an activity rather than a function.. therefore, should be an organizational concept rather than a department??
  • Posted by BizConsult on 2/4/2009 at 9:35 AM Accepted
    Having worked in Brand Management/Marketing for several top-tier CPG (consumer package goods) companies, I can attest that these likely organizations come closest to the situation you describe: Marketing is the driving force/central hub of the organization and each Brand Manager is responsible for running their business and working with team members from all organizational departments. Strategic and Brand plans incorporate, and make implications for, all other functional areas.

    This is not without it's hiccups, and select individuals in some functional areas can still be somewhat unwilling participants, therefore success, and the attendant rewards, need to become dependent upon tying responsibilities, activities and results to the Marketing plans. 360-degree reviews from team members help a lot too!

    -Steve
  • Posted by CarolBlaha on 2/4/2009 at 6:50 PM Accepted
    As someone from the sales side-- I can tell you its a conflict. Sales vs marketing vs manufacturing. Each one has their own perspective.

    It doesn't have to be this way. So spend time with those on the "street" and give them collateral that is relative. I have sat thru too many meetings where marketing is focused either on a product that sales can't sell, or is focusing on a benefit, that isn't proprietary.

    Same with manufacturing-- "we are selling something we can't make". Or is a pain to make. But yet they feel their own pressures

    Its up to you to find the common ground. And in doing so, you'll be the top 10% cream on the top. Get them on the same page.
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