|
Philip Kotler(marketing management)
|
|
MANAGING THE MARKETING PROCESS
In addition to updating their marketing plans, companies often need to restructure
business and marketing practices in response to major environmental changes such as
globalization, deregulation, computer and telecommunications advances, and market
fragmentation. Against this dynamic backdrop, the role of marketing in the organization
must change as well. Now that the enterprise is fully networked, every functional
area can interact directly with customers. This means that marketing no longer has
sole ownership of customer interactions; rather, marketing needs to integrate all the
customer-facing processes so that customers see a single face and hear a single voice
when they interact with the firm. To accomplish this requires careful structuring of +
|
|
Share
|
|
Download
|
|
|
|
by
ashu
|
|
|
on
11/28/2009 4:34:56 AM
|
|