Many people think that marketing is promoting a product, advertising or having a Facebook page. If it was just that, it would be very simple, wouldn’t it However, this is a complex and comprehensive business area that needs good management to function.
Therefore, marketing Italy Email Address management is essential for companies that want to succeed in business. Punctual actions can even bring some results, but they are not sustainable for a long time.
For marketing to really bring sustainable results, it is necessary to have research, planning, strategy, measurement and processes that organize all these activities.
Marketing management does this. It is this area that coordinates the activities and people involved to help the company achieve the future it desires. In this article, then, we are going to talk about everything you need to succeed in this management.
What is marketing management
Marketing management is the activities of managing processes, people and marketing strategies in order to generate market value and meet organizational goals and objectives.
Philip Kotler , in his book Marketing Management, says that marketing management is the art and science of choosing target markets, satisfying their needs and building a profitable relationship with them, through processes of analysis, planning, implementation and control.
These processes, by the way, are part of any type of management in the routine of a business, whether business, financial, people management, etc. The difference is that here they are applied to marketing, which encompasses a multitude of marketoriented activities.
When we talk about marketing, we immediately think about advertising and product promotion, but the area encompasses much more than that. Within marketing, there are also market research activities, pricing, product design, distribution strategies, press relations and many others.
With so many activities in one area, how do you put all this in order? It is marketing management usually led by the marketing manager that organizes and aligns all these activities and the people involved so that they have the best performance in the market and help the company achieve its goals .
What does a marketing manager do
Marketing management does not necessarily need to have a department or a manager. In small companies, with lean teams, it is common that there is no exclusive business area for marketing.
However, the existence of a specific sector and a manager to lead it is a sign that the company realizes the importance of marketing. The marketing manager brings a professional view of marketing, understands the science of the market and knows how to draw effective strategies.
More than that: he knows how to manage a team and align processes to achieve the results the company wants.
Therefore, the marketing manager is the one who is exclusively dedicated to putting the area on track. For this, he performs activities like these in his daily life:
analyzes market data;
segments and chooses target markets;
sets goals and objectives;
manages the marketing budget;
negotiates with suppliers;
aligns the entire team involved;
develops management processes;
interacts with other business areas;
leads campaign development;
tracks the progress of projects;
monitors campaign performance.
What is marketing management for
Marketing usually enters companies naturally. As soon as operations begin, the company realizes the importance of promoting its products to attract customers and set a price that is attractive to the market, for example.
Understanding the importance of marketing is already an important step. But this perception does not necessarily bring the results that the company expects. Marketing actions are often isolated — the company creates a Facebook page and business cards and thinks this is marketing.
But there is no strategy behind it. These actions don’t have a plan, they don’t have a target audience , they don’t have objectives. Therefore, the chances of not giving results and even harming the brand are great.
Therefore, the primary role of marketing management is to structure the area’s activities so that they fulfill their function, which is to contribute to the achievement of organizational goals in the short, medium and long term.
In this way, activities gain a purpose, are supported by studies, guided by strategies and organized into processes — and all of this is essential for marketing to work.
With this organization, marketing is able to strengthen the relationship with the market .
What are the benefits of managing marketing
Now that you understand what marketing management is for, let’s better understand the benefits that this set of activities brings to the business: List Provider
There is no marketing management without thorough market research . It is based on the collection and analysis of data on audiences, competitors and macro-environment that strategies are drawn up. Those who know the market well are already many steps ahead.
