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2009, vol. 40, br. 4, str. 259-267
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Modeli projektno-matrične organizacije marketinga
Project-matrix models of marketing organization
Keywords: marketing organization; project-matrixmodels; team management; marketing projects; marketing function; products management; markets management
Sažetak
Organizacija marketinga je verovatno jedno od područja koje je oduvek bilo interesantno i u teoriji i u praksi marketinga. Možda je čak više danas zastupljeno u marketinškoj praksi, nego u marketinškoj teoriji. No isto tako, to je područje koje je često sticajem različitih okolnosti dosta marginalizovano, fokusirano na važan, ali sporedni kolosek. U ovom radu nastojanja su nam da prikažemo samo neke od mogućnosti organizacije marketinga po modelima projektno-matrične organizacije. To su samo neki od brojnih drugih vrsta modela koje danas poznaje savremena poslovna organizacija.
Abstract
Unlike theory and practice of corporation organization, in marketing organization numerous forms and contents at its disposal are not reached until this day. It can be well estimated that marketing organization today in most of our companies and in almost all its parts, noticeably gets behind corporation organization. Marketing managers have always been occupied by basic, narrow marketing activities as: sales growth, market analysis, market growth and market share, marketing research, introduction of new products, modification of products, promotion, distribution etc. They rarely found it necessary to focus a bit more to different aspects of marketing management, for example: marketing planning and marketing control, marketing organization and leading. This paper deals with aspects of project - matrix marketing organization management. Two-dimensional and more-dimensional models are presented. Among two-dimensional, these models are analyzed: Market management/products management model; Products management/management of product lifecycle phases on market model; Customers management/marketing functions management model; Demand management/marketing functions management model; Market positions management/marketing functions management model.
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