As set forth in the preceding sections, marketing is the process of
building a strategic plan. However, without buy-in from the organization as a
whole, becoming a marketing organization is more challenging.
A marketing organization is not a firm that sells marketing services.
A marketing organization is a firm—regardless of industry,
function, size, or region—in
which all levels of the organization ad- here to the same ideals and uniform
methods for attaining customers. As an example, Southwest Airlines has created
a marketing organization. It has three company “policies”:
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Practice the Golden Rule. We have a choice every day and choose to
make our employees our first customers and our passengers our second customers.
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Help each other out.
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Feel free to be yourself.
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