TITLE

The Effective Organization

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
November 2003
SOURCE
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p6
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article provides information on the challenges faced by a marketer in achieving marketing effectiveness within an organization. In contrast to creative, intuitive and analytical talents, working in an organization calls for very different skills and capabilities. At the most basic level, members of the organization must understand the intent of management as a guide to their everyday strategic decisions. It affects computer companies that question whether they should solve the customer's problems or provide hardware. Success is not guaranteed even if employees have a great understanding of strategy and how it relates to marketing. Customer relationship management is a case in point. Large investments have been made in infrastructure but the returns on investment in business performance have lagged. The next development step in that area may well be in increasing productivity with the tools already available, rather than introducing tools. No assessment of marketing productivity in an organization would be complete without reference to the motivations and rewards to act. All the knowledge and resources could be properly lined up but individuals may not feel motivated to take on the challenges, given the risks and the need to go against tradition.
ACCESSION #
11498935

 

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