Internal Marketing

Internal Marketing


Traditionally, marketers played the role of middleman, charged with understanding customers’ needs and transmitting their voice to various functional areas.But in a networked enterprise, every functional area can interact directly with customers. Marketing no longer has sole ownership of customer interactions; rather, it now must integrate all the customer-facing processes so customers see a single face and hear a single voice when they interact with the firm. Internal marketing requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value. Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer. “Marketing Memo: Characteristics of Company Departments That Are Truly Customer Driven”presents a tool that evaluates which company departments are truly customer driven. Let’s look at how marketing departments are being organized, how they can work effectively with other departments, and how firms can foster a creative marketing culture across the organization.

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