17. Managing a Holistic Marketing Organization

Having approached the very final entry of this blog, I will now explore and touch upon the holistic overview of marketing within the evident environment of an organization. While there is numerous concepts that cover the notion of marketing, it is extremely difficult to address all of them within one entry. 

Throughout my endeavors on this blog, I have analyzed and explored the concept of strategic marketing management in a number of ways and perspectives, from going over theoretical concepts, to implementing real life cases and fitting them within conceptual frameworks that were absorbed within the class. Ultimately, within this entry, I will first explore the generalized notion of trends that are found within marketing practices, while before finalizing, I will address the theory behind cause-related marketing.

At the end of the day, marketing is all about possessing a specific goal and striving to accomplish it; while there is a number of trends found in marketing practices, clarifying upon your objective and purposes, enables the marketing team to acquire the necessary tools as well as develop the needed approach to flourish. However, having a purpose is not the only necessity, as being able to innovate and upkeep the trust between brand and consumer, are two very vital notions.

Furthermore, as explored within a previous entry in this blog, allowing the consumer to directly participate in the development process of offerings, can actually lead to immense advantages, as looking at a company's production through the consumer's perspective, can be eye opening and more valuable than simply tunnel visioning through numerical values. Of course, the above are not the only trends which are observed in marketing, as benchmarking, globalizing, merging, monitoring and broadening, all posses a crucial role in formulation of an efficient marketing strategy. (“2020 Global Marketing Trends | Deloitte Insights,” n.d.)

Having briefly addressed a number of trends that are  found within marketing procedures and practices, I will now address the theoretical concept behind the idea of cause-related marketing.

The concept of cause-related marketing touches upon the evident CSR activities found in promotional processes of organizations. While cause-related marketing does not directly provide companies with monetary profits, it does generate more sales and an indirect increase of revenue as the message that it transmits, enmities a benevolent approach which attracts more customers as well as overall attention to the brand. (“Cause Related Marketing | Definition & Meaning,” 2017)

Overall, by imbuing a company's sales activity with a cause, the brand is enhanced, the business model is identified and linked with a worthy social and benevolent cause, while in addition to the above, the publicity that is earned promotes the business and creates further advantages and relevance within their respective competitive industry. An evident example of such, is the most recent cause-related promotional campaign by Pampers, where the purchase of 1 of their packs, led to the development as well as them providing 1 life-saving vaccine against newborn tetanus.

References: 

Managing a holistic marketing organization presentation - Strategic Marketing Management course - KAMK. Retrieved from: DevMoodle - Strategic Marketing Management Course.

Cause Related Marketing | Definition & Meaning. (2017, July 31). Retrieved from Optimy Wiki website: https://wiki.optimy.com/cause-related-marketing/

‌2020 Global Marketing Trends | Deloitte Insights. (n.d.). Retrieved from www2.deloitte.com website: https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends.html

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