Integrated Marketing

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 Marketing Best Practices
 Re-engineering
 Outsourcing
 Benchmarking
 Supplier/Customer Partnering
 Merging for better scale
 Globalizing
 Flattening
 Focusing
 Accelerating
 Empowering

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 Integrated Marketing

 Happens when all departments of an

organization work together to serve
customer’s interest.

 Unfortunately not all employees are

motivated to work for the customer.

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 An example

 VP (Mktg) of an airline wants to increase his airline’s

market share. He wants to build customer satisfaction
through better food, cleaner cabins, better trained crews
and lower fares. He has no authority in these areas
 Catering dept. chooses food that keeps costs down
 Maintenance dept. uses minimum cleaning services at low
costs.
 HR dept. recruits without finding out the attitude of the
person
 Costing Department fixes the fare

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 Integrated Marketing – 2 levels
 Marketing functions work together from the
customer’s point of view.
 Second, marketing must be embraced by other
departments.
Marketing is not a department but should form as a part
of the company’s orientation.
Xerox includes in its job description, how the person’s
job affects the customer.
Thus Xerox’s factory manager knows that visits to the
factory can help sell to a potential customer, if the
factory is clean and efficient.

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 Integrated Marketing

 External marketing – targeted at people

outside the company.
 Internal marketing – Task of hiring, training,
and motivating employees who want to serve
customers well.
 In fact internal marketing should precede
external marketing.

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 Traditional Organization Chart

Top
Mgmt.

Middle Mgmt.

Front-line People

Customers

7
 Modern customer oriented
organization chart

Customers
Front-line People

Middle Management

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Top Mgmt.
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