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TSR Wiki > Study Help > Subjects and Revision > Revision Notes > Business Studies > Offensive Marketing

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Barriers to offensive marketing

1. Not being close to customers
2. Top managers lack of commitment or lack of consensus
3. Technological change – in markets like telecommunications and software where technology is changing fast, it nay be pursued for its own sake rather than to serve the customer better.
4. The tubular bells effect – each department reports upwards with little contact between them
5. Personal rivalries

How can offensive marketing be developed?

1. Strong involvement of marketing staff in developing corporate objectives and strategies
2. Marketing staff to be trained in communication
3. Broader knowledge base for marketing staff – they should know about technology, finance and operations
4. Development of a cross departmental style – keeping everyone informed about the market place – by word of mouth, newsletters, presentations and giving recognition to others for success
5. Move people across departments
6. Spread bonuses so that all staff involved benefit rather than a few performing stars
7. Locate all departments on the same site

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