Marketing management

From ArticleWorld

The subject Marketing management deals with both marketing techniques and resource management in marketing. It is a business oriented subject concerned with co-coordinating the timing, manipulation of the level, for achieving a set of targets, pre-scheduled for the company.

Definition and scope

Marketing manager plays a wide range of roles, to combat with varied differences among the industries of smaller to large companies and also with differences in corporate culture and industrial environment. Smaller companies could not afford a marketing manager, and all the decisions are made based on the opinion of the company head or partners. Large companies may have a set of marketing managers or general managers for a set of products, who take the product specific responsibility, along with their profits and losses in the market.

Famous writers, Philip Kotler and Kevin Lane Keller in their book ‘marketing management’(2006), have defined the marketing management as “the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value." This concept deals with utility of available resources, in acquiring customers and strengthening these relationships.

Although many marketing and management experts agree with this definition, business executives in the field opposed this opinion. This may be due to the very narrow range of business operating environments of some specific businesses that restrict to brochure and advertisement campaigns.

Activities and functions

The various activities and functions of are largely varied. Some of these activities include:

  • market research and analysis
  • marketing strategies
  • planning and implementations
  • project process and vendor management
  • organizational management and leadership
  • reporting measurements and control systems.