FMCG
...ations : Mass media communications Brand Management/Product Management: The four Ps excluding mass media communications Customer Relationship Management : Retention and loyalty programmes, New Business Development : Identifying new customer needs and/or products Market Research : Market intelligence generation Retail Communications : Self-explanatory Each of these functions is further divided based on specialization, for e.g. Brand Communications has the Outdoor Media specialist, the Print and TV Specialist, the Interactive Media Specialist and the Media Planner; Customer Relationship Management has the Call Center, the Database Mining Specialist, the Direct Marketing Specialist and so on and so forth. This incredible sub specialization has created a very fragmented worldview of the overall task that needs to be done, which is creating great shareholder value consistently. If the world of business started out with four blind men (marketing, finance, HR and operations) seeking to e...