Upon completion of this chapter, the student will be able to answer the following questions:

1. What is the typical structure of a marketing organization, including the role of management at each level, the flow of authority, and the flow of information?
2. How have marketing organizations evolved over the past five decades?
3. What is the purpose of an integrated management system (IMS), and what are the elements that comprise it?
4. How is total quality management being implemented by marketing managers?
5. What trends are occurring in marketing as managers deal with change?
6. What is a virtual organization, and what factors have contributed to its increased popularity?