1. Marketing Management N Selling vs Marketing Concept

Topics: Marketing, Sales, Business Pages: 4 (1144 words) Published: May 31, 2009
Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. 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' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product From this perspective, the scope of marketing management is quite broad. The implication of such a definition is that any activity or resource the firm uses to acquire customers and manage the company's relationships with them is within the purview of marketing management. Additionally, the Kotler and Keller definition encompasses both the development of new products and services and their delivery to customers. Marketing expert Regis McKenna expressed a similar viewpoint in his influential 1991 Harvard Business Review article "Marketing is everything." McKenna argued that because marketing management encompasses all factors that influence a company's ability to deliver value to customers; it must be "all-pervasive, part of everyone's job description, from the receptionists to the Board of Directors." This view is also consistent with the perspective of management guru Peter Ducker, who wrote: “Because the purpose of business is to create a customer, the business enterprise has two--and only these two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” But because many businesses operate with a much more limited definition of marketing, such statements can appear controversial or even ludicrous to some business executives. This is...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on Marketing
  • Marketing Concept Essay
  • Marketing vs. Selling Essay
  • Essay about Marketing vs Selling
  • discussing the concepts in marketing Essay
  • Marketing management Essay
  • Marketing Essay
  • marketing Essay

Become a StudyMode Member

Sign Up - It's Free