Importance of organizational marketing

Type :

Term papers

Pages :

13 pages

Format :

.doc

Published date :

03/17/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Key questions and constructs
Two levels of marketing
1. Strategic marketing
2. Operational marketing
Four P's
1. Product
2. Pricing
3. Promotion
4. Placement (or distribution)
Marketing: New 4P's
1. Personalization
2. Participation
3. Peer-to-Peer
4. Predictive modeling
Construction marketing
The marketing planning process
Objectives for non-profit-making organizations
Marketing audit
Benefits of organizational marketing
1. Customer benefits
2. Employer benefits
3. Organizational benefits
Checklist for tracking organizational marketing activities
Summary

Abstract

Since the 1950's various concepts have captured the imagination of scholars and practitioners (organizational identity, corporate identity, corporate branding, corporate image, corporate reputation and corporate communications). Each of these concepts has their own intellectual roots and practice based adherents and whilst individual corporate-level concepts provide a powerful, and radical, lens through which to comprehend organizations, individual perspectives are necessarily limited. For this reason an integrated approach to marketing at the organizational and institutional levels would seem to be highly desirable and thus the need for both organizational marketing and what Balmer (1998) calls corporate marketing. Corporate marketing has a general applicability to entities, whether they are corporations as well as other categories such as business alliances, cities, government bodies and departments, or branches of the armed forces and so on. organizational marketing can apply to various kinds of organizations from Small to Medium Sized Enterprises (SMEs) through to charitable, publicly funded or large multinational companies, however it is not restricted to such traditional business enterprises. Further, it is concerned with organizational level issues relating to the marketing of the organization, while also considering the interaction between its various products and services with various stakeholders. For example, client or consumer psychology, identity and behaviour are also considered to have a part to play.