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Marketing Management: What is it and how does it work?
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Dołączył: 30 Paź 2024
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What is Marketing Management
Marketing management is the process of planning, organizing, implementing and controlling a company's marketing activities aimed at satisfying the needs of target consumers and achieving business goals.

The essence of marketing management is a systematic approach to marketing decisions and actions with the aim of maximizing profits and strengthening the market position of the organization.

The main tasks of marketing management:

1. Market and consumer analysis
Research of the market situation, trends and competitive environment.
Studying the needs, preferences and behavior of the target audience.
2. Development off page seo service of a marketing strategy
Definition of target segments and positioning.
Formation of a marketing mix (product, price, promotion, distribution).
3. Planning and implementation of marketing programs
Developing detailed tactical plans.
Coordination and control of the implementation of marketing initiatives.
4. Monitoring and evaluation of effectiveness
Collection and analysis of marketing information.
Evaluating the effectiveness of marketing efforts.
Types of Marketing Management


Marketing management in an organization can be conditionally divided into three main levels, forming a kind of pyramid:

The lower level is operational marketing management.
Middle level - tactical marketing management.
The top level is strategic marketing management.
Operational Marketing Management
This is the daily work of implementing marketing programs and campaigns. At this level, the following is carried out:



Coordination of ongoing marketing activities.
Management of marketing resources (budgets, personnel, agencies).
Monitoring the implementation of planned marketing tasks.
Resolving operational issues that arise during implementation.
This level is responsible for the direct implementation of marketing activities in accordance with plans and established KPIs.

Tactical Marketing Management
This level involves deeper, more detailed operational planning of marketing activities. Here the following is carried out:

Development of specific medium-term marketing plans.
Adaptation of marketing strategies to changes in the market situation.
Optimization of marketing processes, tools and budgets.
Coordination of interactions between various functional areas.
Tactical marketing management serves as the link between operational execution and strategic objectives.

Strategic Marketing Management


The highest level in the marketing management pyramid, where key decisions are made. This includes:

Defining the company's long-term marketing strategy.
Selection of target markets, segments and positioning.
Development of product portfolio and pricing concepts.
Selection of priority channels of promotion and distribution.
Making strategic marketing decisions by top management.
Strategic marketing management ensures that all of an organization's marketing efforts are aligned and effective over the long term.



Marketing Management Indicators
To effectively manage a company's marketing activities, it is necessary to use a system of key performance indicators that allow you to track the effectiveness of marketing efforts and make informed management decisions.

Main groups of marketing management indicators:

1. Performance indicators of marketing programs
Reaching the target audience.
Number of new clients attracted.
Repeat sales level.
Conversion rate by stages of the sales funnel.
ROI (return on investment) of marketing activities.

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Marketing Management: What is it and how does it work?
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