TAILIEUCHUNG - Lecture Marketing management: Chapter 22 - Phillip Kotler, Kevin Lane Keller

Chapter 22 - Managing a holistic marketing organization for the long run. In this chapter, we will address the following questions: What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing skills? What tools are available to help companies monitor and improve their marketing activities? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing a Holistic Marketing Organization for the Long Run Chapter 22 Discussion Questions What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing skills? What tools are available to help companies monitor and improve their marketing activities? Trends in Marketing Practices Market Fragmentation Globalization Deregulation Consumer Empowerment Environmental Concerns Internal Marketing Marketing Departments Organizing Working with others Foster creativity 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

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