Marketing Management

Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm’s marketing strategy marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product to create an effective, cost-efficient marketing management strategy, firms must posses a detailed, objective understanding of their own business and the market in which they operate.