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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. Globlizationn has led
firms to market beyond the borders of their home
countries, making international marketing highly
significant and an integral part of a firm's
marketing strategy.1 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's
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.2 To create an effective,
cost-efficient marketing management strategy,
firms must possess a detailed, objective understan
ding of their own business and the market in
which they operate.3 In analyzing these issues,
the discipline of marketing management often
overlaps with the related discipline of strategic
planning
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MARKETING STRUCTUR
Qualitative marketing research Quantitative
marketing research Experimental
techniques  Observational techniques  

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