Integrated Marketing Might Be a Feasible Alternative

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Integrated Marketing Might Be a Feasible Alternative
Kingsley Ayivi, Management Consultant, Ghana

When a cross functional team is considered, the company could sometimes also practice an integrated marketing philosophy: departments within the company work hand in hand - no specialization.

Easy to Managing Change and Innovation.
Felix C. Poudeu, Management Consultant, Germany
Dear Mr. Kingsley, I agree with you that cross-functional team model (CFT model) can drive to integrated marketing philosophy and that department within the company work hand in hand. But unfortunately what I disagree is that there is no specialization. One of the main strengths of the CFT model is that it creates a strong interactivity with the company and makes easy the managing of change and innovation process. Each member of the CFT is still specialised on his own domain or area. There is no disappearance of the specialisation, but high interaction between the several department and therefore increasing of overview form the whole company point of view and high innovation potential as well as easy change management. The CFT-model is a great and amazing methodology under premise of effective communication, common goals...



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