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

In: Managing Economies, Trade and International Business

Author

Listed:
  • Eric Stevens

    (ESCEM School of Business and Management, Tours-Poitiers)

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.

Suggested Citation

  • Eric Stevens, 2010. "Knowledge as a Guiding Principle in the Organization of International Marketing Departments in Service Firms," Palgrave Macmillan Books, in: Aidan O’Connor (ed.), Managing Economies, Trade and International Business, chapter 16, pages 307-321, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27401-3_16
    DOI: 10.1057/9780230274013_16
    as

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