Marketing management 

Jun 29th, 2015
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Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organization and on the management of a firm's marketing resources and activities.

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Marketing managementis the organizational discipline which focuses on the practical application ofmarketingorientation, techniques and methods inside enterprises and organization and on the management of a firm's marketing resources and activities.Globalizationhas led firms to market beyond the borders of their home countries, makinginternational marketinghighly significant and an integral part of a firm's marketing strategy.[1]Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size,corporate culture, andindustrycontext. For example, in a large consumer products company, the marketing manager may act as the overallgeneral managerof his or her assigned product.[2]To create an effective, cost-efficient marketing management strategy, firms must possess a detailed,objectiveunderstanding of their own business and themarketin which they operate.[3]In analyzing these issues, the discipline of marketing management often overlaps with the related discipline ofstrategic planning.Marketing management employs various tools fromeconomicsandcompetitive strategyto analyze the industry context in which the firm operates. These includePorter's five forces, analysis ofstrategic groupsof competitors,value chainanalysis and others.[4]Depending

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