Knowledge as a Guiding Principle in the Organization of International Marketing Departments in Service Firms

Eric Stevens
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Eric Stevens: ESCEM School of Business and Management, Tours-Poitiers

Chapter 16 in Managing Economies, Trade and International Business, 2010, pp 307-321 from Palgrave Macmillan

Abstract: Abstract The internationalization of markets offers enormous development potential for most companies including service firms. Global opportunities are created only when marketing teams are in a position to understand international contexts and to adapt and position specific offers for customers. However, it is well understood that the organization of marketing depart-ments in firms is challenging, specifically when international issues have to be considered. Marketing structures are usually designed by taking into account five dimensions, which are organization, division of functions, geography, product range, and client specificities. The marketing function, however, has recently developed a new framework by placing the emphasis on major perspectives, such as marketing orientation, brand orientation, e-marketing and CRM. These dimensions have led to a redefinition of the way international marketing organizations are structured.

Keywords: Market Orientation; Organizational Design; Customer Relationship Management; Brand Equity; Relationship Marketing (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27401-3_16

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DOI: 10.1057/9780230274013_16

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