Transformational marketing addresses the role of
marketingin driving organizational change. As Harvard Business Schoolprofessor Nirmalya Kumarhas indicated in his book "Marketing as Strategy" [cite book |author=Nirmalya Kumar |title=Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation |publisher=Harvard Business School Press |location=Boston, Mass |year= |pages= |isbn=1-59139-210-1 |oclc= |doi=] , as the traditional marketing function in organizations has declined, the competitive need for marketing remains critical. To move from the back room to the boardroom, marketing must move from a tactical function to a strategic one – leveraging, but not solely focused on, the traditional "four Ps" of marketing (Price, Product, Placement and Promotion) to become the catalyst for corporate change. Marketing must help CEOs lead organization-wide transformational initiatives that deliver on corporate objectives, including quantitative measurements such as revenuegrowth and increased profitability.
Transformational Marketing is the process by which marketers engage in organization-wide transformation initiatives. Like Professor Kumar, marketing consultant and university lecturer Jim Gardner believes that while marketing is the responsibility of everyone in the organization, it is marketing’s role create strategic, organization-wide, accountable initiatives with an orientation toward growth. Gardner’s focus is on marketing gaining credibility in the boardroom to drive influence in the organization. Transformational Marketing is, he has stated, an ongoing process to assure continued competitiveness.
Focusing on the
customerexperience from initial exposure to final billing, Transformational Marketing encompasses processes, intra- and inter-departmental communication, product decisions, distribution methods, the structure of product marketing, marketing communications, and corporate marketing within the organization, and the roles and responsibilities of each department or function. Transformational Marketing encourages, facilitates and inspires the active involvement of employees to work with management in the effort to add value to the customer experience. It transforms marketing into a core function of the company, and in the process transforms the competitiveness of the organization by influencing customer perceptions of value and creating positive brandexperiences.
Success in Transformational Marketing is measured not only in the traditional
Return on Marketing Investmentbut in the articulation of, and success toward, the objectives, methods, and processes of the organizational objectives while quantitatively and qualitatively measuring the success of those efforts in financial, quality, customer satisfaction, and human terms.
Wikimedia Foundation. 2010.
Look at other dictionaries:
transformational advertising — /ˌtrænsfəmeɪʃ(ə)n(ə)l ædvətaɪzɪŋ/ noun a form of emotional advertising that aims to relate emotional experiences to the product or service being advertised, and then tries to change these emotions into an active interest in purchasing … Marketing dictionary in english
Programmation neuro-linguistique — Pour les articles homonymes, voir PNL. Les techniques issues de la modélisation sont variées. Leurs usages coordonnés et intégrés permettent d explorer le « vécu subjectif », objet de la PNL … Wikipédia en Français
Diversity (business) — For financial strategy, see Diversification (finance). The business case for diversity stems from the progression of the models of diversity within the workplace since the 1960 s. The original model for diversity was situated around affirmative… … Wikipedia
Euro RSCG — Type Public Limited Company Industry Business Services Founded 1991 Headquarters New York City (HQ), 233 Offices worldwide Key people David Jones (Global CEO) … Wikipedia
leadership — lead‧er‧ship [ˈliːdəʆɪp ǁ ər ] noun [uncountable] 1. the position of being the leader of a team, organization, country etc: • The company did well under the leadership of its founder, Haruo Suzuki. 2. the qualities needed in order to be a good… … Financial and business terms
Strategic management — is a field that deals with the major intended and emergent initiatives taken by general managers on behalf of owners, involving utilization of resources, to enhance the performance of ﬁrms in their external environments. It entails specifying… … Wikipedia
Management Development Institute — Motto Yogah Karmasu Kaushalam (Sanskrit) from the Gita 2:50 Motto in English Pefection in action is Yoga An act becomes perfect when you do it with all joy and without expecting anything in return … Wikipedia
Mark Albion — Born April 3, 1951 (1951 04 03) (age 60) … Wikipedia
American Airlines — IATA AA ICAO AAL Callsign AMERICAN … Wikipedia
Tepper School of Business — David A. Tepper School of Business Established 1949 by William Larimer Mellon Type Private Business School Endowment … Wikipedia