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Kingsley Ayivi, Ghana
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Integrated Marketing and Cross-Functional Teams
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.
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Felix C. Poudeu
Management Consultant, Cameroon
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Easy to Managing Change and Innovation.
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 that does not mean 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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Jaap de Jonge
Editor, Netherlands
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Driving Integrated Marketing Communication Through Cross-Functional Teams
I agree that the CFT can be a good organizational tool when you want to send consistent messages on a company, brands, products and services across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other, thereby implementing an Integrated marketing communication philosophy, involving people from various functions.
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