MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN

1. MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
What are important trends in
marketing practices?

2. Holistic Marketing

4. Trends in marketing practices
• Reengineering
• Outsourcing
• Benchmarking
• Supplier partnering
• Customer partnering
• Merging
• Globalizing
• Flattening
• Focusing
• Justifying
• Accelerating
• Empowering
• Broadening
• Monitoring

5. 1
Reengineering

6. “Appointing teams to manage
customer-value-building processes and
break down walls between departments”

7. 2

8. “buying more goods and services
from
outside domestic or foreign vendors”

9. 3

10. studying “best practice companies”
to improve performance

11. 4
Supplier partnering

12. “Partnering with fewer but
better value-adding
suppliers”

13. 5Customer
partnering

14. “ Working more closely with
customers to add value to
their operations”

15. 6Merging

16. “Merging with firms in the same or
complementary industries to
gain economies of scale and scope”

17. 7
Globalizin
g

18. “Increasing efforts to
think global and
act global”

19. 8
Focusin
g

20. “Determining the most profitable
businesses
and customers and focusing on them”

21. 9Justifying

22. “Becoming more accountable by
measuring,
analyzing and documenting the
effects of marketing actions”

23. 10Acceleratin
g

24. “Designing the organization and setting up
processes to respond more quickly to
changes in the environment”

25. 11
Empowerin
g

26. “Encouraging and empowering personnel
to
produce more ideas and take more
initiative”

27. 12Broadenin
g

28. “Factoring the interests of customers,
employees, shareholders, and other
stakeholders into the activities of the
enterprise”

29. 13Monitoring

30. “Tracking what is said online and elsewhere
and studying customers, competitors, and
others to improve business practices”

31. Recap
Reengineering
Supplier Partnership Customer Partnership Merging
Outsourcing Benchmarking

32. Globalizing
Accelerating
Focusing
Empowering
Justifying
Broadening
Recap

33. Monitoring
Recap