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Faculties Insight Mr. Venugopal Rao Professor, IBS Hyderabad
Marketing and Operations
The world of business is changing rapidly all around us. This has impact on every function in an organization. It is hard to ignore one for the other. The relationship between Marketing and Operations needs greater discussion in the current scenario. The primary role of marketing is to create value for the customer. This is possible by looking at the role of marketing from a broader perspective – one that involves marketing processes, organizational performance, and society.
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them assessed by a variety of metrics. The questions before marketers are many and varied. Answers to these questions will depend on effective use of technology, leveraging different information and technology platforms and constantly strive to mix and match the marketing mix elements by leveraging the power of big data and analytics.
Technological changes will shift our perspectives towards marketing and the consumer. These advancements will reduce the barriers between Intense competition has pushed companies into a industries, shift the balance of power to empowered vortex. The challenges they face today are quite consumers and create a ‘global grid’. different. Shorter product lifecycles, changing processes, shifting consumer preferences, The grid consists of a network of users and portals, technological disruptions are all contributing to the offering free communications, scalability, total marketer’s challenge. Successful organizations connectivity, and universal digitalization need to align their Marketing with processes such (Rethinking Marketing, Yoram Wind, JAMS, as Supply Chain Management, Customer 2009). Companies will draw together R&D, Relationship Management, Customer Service Marketing and Operations for developing new Delivery, Marketing Knowledge Management, and products. By bridging silos, corporations will Innovation Management. Performance and get create an enterprise capable of addressing new age
KAIZEN’S OPERATIONS & RESEARCH ENTITY
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