Marketing Communication Creation and Implementation -- Part 1

Manage a decentralized creation system with a centralized distribution and execution system to ensure accuracy and efficiency. General Motors Service Parts Operations (GM SPO) distributes parts specifically for GM cars through its GM Service Parts Operations and for the general parts market through ACDelco. An important concern for the marketing communications department is efficiently coordinating a large volume of mail while keeping the information content on a large variety of parts accurate. Organizational structure affects this issue greatly. To this end, GM SPO has formed a hybrid organizational structure, in which creation is decentralized and placed in the hands of product managers. Distribution and execution is managed centrally by a core marketing communications team ...

Industries Profiled:
Manufacturing


Companies Profiled:
General Motors; Caterpillar; Hewlett-Packard

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