Background Note | HBS Case Collection | October 1988 (Revised October 1989)

Aspects of Marketing Organization: An Introduction

by Frank V. Cespedes


Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities.

Keywords: Marketing Strategy;


Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.)