Marketing management

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

The Marketing Metrics Continuum provides a framework for how to categorize metrics from the tactical to strategic.

CONTENT : A - F , G - L , M - R , S - Z , See also , External links

Quotes

Quotes are arranged alphabetically by author

A - F

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
  • American Marketing Association (1985), as quoted in Principles of Marketing Management (1986) by R. P. Bagozzi, p. 26

• Services marketing is nothing but application of traditional marketing philosophies to the service sector with changes wherever required.
  • K. S. Chandrasekar (2010) Marketing Management: Text & Cases. p. 349

G - L

• Authentic marketing is not the art of selling what you make but knowing what to make! It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers, and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality, and customer service. It these are absent, no amount of advertising, sales promotion, or salesmanship can compensate.
  • Philip Kotler. Marketing Management: Analysis, Planning, Implementation and Control, first edition 1967.

• Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
  • Philip Kotler (1993), as cited in: Gerald A. Cole (2003), Strategic Management, p. 131

• 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.
  • Philip Kotler and Kevin Lane Keller (2006), cited in: John Williams, ‎Tony Curtis (2008), Marketing Management in Practice, p. 25

• Is marketing management an art or a science? Some marketing observers maintain that good marketing is more of an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing management is a highly disciplined enterprise that has much in common with other business disciplines.
  • Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman & Torben Hansen. (2009). Marketing Management. p. 819

See also

• Industrial marketing
• Marketing
• Management theory
• Organizational theory
• Services marketing