TSR Wiki > Study Help > Subjects and Revision > Revision Notes > Business Studies > Offensive Marketing
Barriers to offensive marketing
- Not being close to customers
- Top managers lack of commitment or lack of consensus
- 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.
- The tubular bells effect – each department reports upwards with little contact between them
- Personal rivalries
How can offensive marketing be developed?
- Strong involvement of marketing staff in developing corporate objectives and strategies
- Marketing staff to be trained in communication
- Broader knowledge base for marketing staff – they should know about technology, finance and operations
- 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
- Move people across departments
- Spread bonuses so that all staff involved benefit rather than a few performing stars
- Locate all departments on the same site
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