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Organizing for Marketing Excelence (MARKORG Elements of MKT…
Organizing for Marketing Excelence
MARKORG
Elements of
MKT Organization
2. CONFIGURATION
Comprises the organizational structures, metrics, and incentives/control systems that shape marketing activities.
The use of metrics.
Organizational structure
Incentives and control sistems
3. HUMAN CAPITAL
Marketing leaders and employees that creates, implements, and
evaluates a firm’s strategy.
Marketing leaders
Employes
1. CAPABILITIES
The complex bundles of firm-level skills and knowledge that carry out marketing tasks and firm adaptation to marketplace changes.
How are they measured?
Contribution to firm performance.
What are marketing capabilities?
Superior marketing capabilities.
How are marketing capabilities changed?
4. CULTURE
Values, norms, and behaviors that facilitate a focus on the market over time.
Norms
Behaviors
Cultural artifacs
This 4 elements are mobilized
through seven Marketing Activities.
7 A´s
Marketing activities that ocurr
during the MKT strategy process
Designing
Anticipation
Adaptation
Resourcing
Attraction
Asset management
Implementing
Activation
Alignment
Assesing
Accountability
Firm Performance
Firm outcomes
Customer equity
Brand
equity
Marketing Outcomes
Product market
Accounting
Financial
Market
Societal
Marketing organization plays a foundational role in the achievement of marketing excellence
4 Elements