An Introduction to Marketing Management
Being an effective marketing leader is more complicated than it sounds. Talk to any marketing management professional, and they'll tell you their job is equal parts strategy, planning, execution, and analysis. It's easy to see why. Marketing professionals with a documented strategy are 313% more likely to be successful than their peers who do not have a documented strategy.
So, what is the role of marketing management in the broader business context, and how does it help organizations plan for the future, understand their customers, improve internal processes, and create valuable products and services? Explore all this and much more in our Marketing Management Guide.
What is Marketing Management?
Marketing management focuses on creating, planning and implementing strategies that will help achieve broad business objectives—for example, increasing brand awareness, increasing profits or entering previously untapped markets maybe some of these business objectives. When we consider marketing management, it is essential to look to marketing experts Philip Kotler and Kevin Lane Keller, who, in their book "Marketing Management", define standard marketing management as "development, design and implementation".
Why is Marketing Management Important?