Internal Marketing

The task of hiring, training and motivating able employees who want to serve customers well.

2 methods designed to help minimize internal conflict and allow marketing and other departments to work together:

1. Organisational Design

Inverting the traditional organisational chart so that customers are at the top and senior management at the bottom.

Pfeffer- "Organisational design is the process of grouping activities, roles or positions in the organisation to co-ordinate effectively the interdependancies that exist... the implicit goal being to achieve a more rationalized and co-ordinated system of activity"

In order to have a successful organisation design the organisation needs to have a structure in place to implement the following:

Allocating tasks and responsibilities to individuals

Designating formal relationships leading to hierarchical levels and spans of control

Grouping individuals into departments, departments into divisions

Delegating authority and evaluation

Providing systems for appraisal and reward

2. Planning orientation

Benefits

Effective communication- from all departments

Motivates- clearly shows what is required of each member of the organisation

Should lead to better decision making- involves looking at all factors of the organisation

Encourages a favourable attitude towards change- better prepared to react

Enables standards of performance- all departments can be tracked to ensure they are working towards the objectives

Factors that effect planning orientation

Top management is not committed to planning

The process has been too limited to consider all the essential elements of the organisation

Small scale operations that cannot support the planning functions

Too little focus on uniqueness or adaptability

Using the wrong measures for success

Planning becomes a mindless ritual rather than an opportunity for forward thinking

Senior staff battle with lower level staff for strategic input

Departments essential for strategy withhold information

Results of the strategy are altered in order to justify a particular position

The marketing department are not included in the planning process

Hughes: "Many marketing plans fail because the planner did not consider the fact that the organisation was not capable of implementing the plan. Short range plans will require adaptation to the existing organisation, whereas long range plans may require redesigning the organisation"

	Created by james.bowditch about 11 years ago

Marketing and the Organisation Note on Marketing and the Organisation, created by james.bowditch on 17/09/2013.