Strategic Marketing Management

Some of the strategic marketing issues in organizations include increasing competition, fast paced and changing nature of innovations which reduces the span of the product life cycle, organizational restructuring, increased quality consciousness of customers, lack of a skilled workforce, the changing demographics of consumers. The marketing department in organizations also faces various problems in its operations and in its relationship with other departments. The marketing department has to coordinate with various other external agencies like advertising, PR agencies, etc. Human relations problems may arise in these coordination efforts.

Marketing performance assessment creates problems as the performance depends a lot on factors external to the organization. The marketing department may face coordination problems among the various marketing subsystems as well as with other departments. Coordination between R&D and the marketing department can result in better products being introduced in the market that can meet market needs better. Coordination problems arise between the production and marketing departments on account of the conflict of interests between the two departments as well as communication problems.