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
