What are possible internal and external changes that may require changing the marketing organization design?
Answer to relevant QuestionsDevelop a list of the personal challenges confronting the marketing executive, and consider the qualities and capabilities which may be most relevant to meeting these challenges. Is a trend toward more organic organizational forms likely in the future? Examine the company examples in the METRICS APPLICATION concerning uses of marketing dashboards. What are the possible limitations to the dashboard concept? How would the marketing dashboard differ between a business-to-business company marketing computer software and a producer of packaged consumer products? How can the “balanced scorecard” methods assist managers in their implementation efforts?
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