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Product / Pricing / Promotion
Distribution / Service / Retail
Brand management
Account-based marketing
Marketing effectiveness
Market research
Marketing strategy
Marketing management
Market dominance
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. Noted 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." [2] This view is also consistent with the perspective of management guru Peter Drucker, 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."[3]
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Marketing Management Subcategories
Marketing Management Articles
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