Marketing Management
Marketing management is the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior customer value
The set of tasks necessary for successful marketingmanagement includes developing marketing strategiesand plans, capturing marketing insights, connectingwith customers, building strong brands, shaping themarket offerings, delivering and communicating value,and creating long-term growth .
The specific activities involved in marketing management will depend to a great extent on the type of markets the business is operating in.
At a general level, however, standard marketing textbooks frequently divide marketing management activities into the four areas of analysis, planning, implementation, and control. Analysis refers to the gathering and preparation of information about the markets the organization is currently
operating in or which it plans to enter.
Planning is most commonly seen as a systematic process of assessing opportunities and resources, setting
marketing objectives, developing a marketing strategy, and formulating measures for implementation and control
Implementation refers to the activities necessary to translate the marketing plan into action.
Finally, the marketing control process
involves the measurement of results and evaluating progress according to standards of performance
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 27)
⠀ Leverick F. (2005). Marketing management. In D. Littler (Ed.). The Blackwell Encyclopedia of Management. Marketing (2nd ed., pp. 209-210). Blackwell Publishing (р. 209)