What Type of Marketing Organization Are You?
I recently ran across an excellent article in “strategy+business” (an online and hard copy magazine devoted to strategy issues) that shed some interesting light on a very important marketing issue.
The article, entitled “Six Types of Marketing Organizations: Where Do You Fit In”, is based on a study by Booz Allen Hamilton and the ANA (Association of National Advertisers) that identified six basic types of “marketing organizations” within companies. I found it to be a fascinating and insightful look at the importance of making sure the marketing function aligns with what the business really needs.
According to the article, the six types of marketing “organizations” (i.e. the marketing people, systems and processes inside a business and the activities they perform) are as follows:
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