The new IBM marketing framework 2007.
Date of Issue2007
College of Business (Nanyang Business School)
This paper analyses the new organisational framework for the different marketing departments within IBM. The aim of the paper is to describe the new organisation model, to place it within the theories and to evaluate the effectiveness of the new model. Initially the company IBM and its organisation is presented to an outsider. This is followed by a discourse into the theoretical background of organisational structures in marketing and then by an outline of the current marketing organisation within the company IBM. Furthermore the restructuring of the individual marketing departments is elucidated and examined. In conclusion an estimation for the success and recommendations are given. In October 2006 IBM decided to change its current marketing execution model. So far every single division (hardware, software and services) financed, planned and executed their own marketing activities. The new IBM Marketing Framework was born to reach more effectiveness from marketing by given spending. It is one integrated IBM agenda specialized for different consumer needs and addressed to segmented target audiences. It is one consolidated holistic IBM offer around the whole portfolio, which will be planned and executed by virtual teams.