CHAPTER 22 MANAGING A HOLISTIC MARKETING ORGANIZATION. Healthy long-term growth for a brand requires that the marketing organization be managed properly. fully planned, interconnected L'Oreal. •MB 'Oreal, the world's most successful cosmetic company, has experienced almost century-old two decades of double-digit profit growth. | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. What are important trends In marketing practices 2. What are thé keys to effective internai marketing 3. How can companies be responsible social marketers 4. How can a company improve its marketing implementation skills 5. What tools are available to help companies monitor and improve their marketing activities CHAPTER 22 MANAGING A HOLISTIC MARKETING ORGANIZATION Healthy lang-term growth for a brand requires that the marketing organization be managed properly. Holistic marketers must embrace the complexity of marketing by engaging in a host of carefully planned interconnected marketing Consider L Oreal L Oreal the world s most successful cosmetic company has experienced almost two decades of double-digit profit growth. The __century-old billion company has leveraged Its cultural heritage and Parisian origins to sell products that make its customers feel special Higher-than-average R D expenditures have led to numerous breakthroughs and a strong technological reputation. Innovative products and sexy endorsers such as supermodel Claudia Schiffer singer Beyonce Knowles and actress Heather Lockfear have enabled L Oreal to sustain a premium pricing strategy and justify the enticing slogan Because You re Worth It. Although French actress Catherine Deneuve is one of the official company faces L Oreal does not offer just one type of beauty in its marketing. The company has skillfully acquired focal cosmetics brands such as Maybelline and Soft Sheen-Carson and given them a facelift before exporting them around the world. CEO Lindsay Owen-Jones notes It s a very carefully crafted portfolio . each brand is positioned on a very precise market segment which over- laps as little as possible with others. 2 Anftdfcr L Oretd Paris 95 PART e CREATING SUCCESSFUL LONG-TERM GROWTH Successful holistic marketing requires effective relationship marketing integrated marketing interna marketing and socially .
