Organizing for Marketing Excelence (MARKORG Elements of MKT…
Organizing for Marketing Excelence
Comprises the organizational structures, metrics, and incentives/control systems that shape marketing activities.
The use of metrics.
Incentives and control sistems
3. HUMAN CAPITAL
Marketing leaders and employees that creates, implements, and
evaluates a firm’s strategy.
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?
Values, norms, and behaviors that facilitate a focus on the market over time.
This 4 elements are mobilized
through seven Marketing Activities.
Marketing activities that ocurr
during the MKT strategy process
Marketing organization plays a foundational role in the achievement of marketing excellence