matrix marketing organization

matrix marketing organization
марк. матричная организация маркетинга (организация службы маркетинга таким образом, что в ней выделяются несколько подразделений, каждое из которых концентрируется на решении конкретных задач, напр., управление по продуктам, управление конкретными проектами; в качестве критериев структурирования могут выступать регионы, потребители, товары; преимущество подобных структур — малые потери информации и лучшая координация деятельности, недостаток — конфликты по поводу разделения полномочий между руководителями подразделений)
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Англо-русский экономический словарь.

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