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A Complete Guide to Marketing Management

  • Ayush Singh Rawat
  • Aug 25, 2021
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There's a sense that we're on the approach of returning to "normal" as governments gradually remove pandemic-related restrictions and companies reopen. That's quite improbable. We have been writing a new future throughout the months of lockdown and self-isolation.


This has significant consequences for marketers attempting to establish long-term client connections. Planning has always required granular monitoring of data and changes in customer behaviour using customer behavioral analytics.


We feel that, given the pandemic's unprecedented character and the enormous changes it is producing, harnessing imagination may be just as important. Marketers will have to think hard—and differently—about what the customer will think, feel, say, and do in the new normal which makes marketing management an important concept to be acquired.


(Also read: Marketing Analytics)



Marketing management


Marketing management focuses on developing, planning, and implementing strategies that will aid in the achievement of larger corporate goals. These goals might include raising brand exposure, improving revenues, or breaking into previously unexplored areas.


The process of getting things done in an organised and effective manner is known as management. Marketing management seeks to ensure that marketing operations run smoothly.


Marketing Management recognises market possibilities and develops methods for effectively exploiting those opportunities.


It must adopt a marketing strategy and analyse the marketing mix's performance on a regular basis. It must correct the flaws found in the actual implementation of marketing strategies, rules, and procedures. It is in charge of the company's marketing system.


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Processes of marketing management


Effective marketing techniques may be used by marketing managers to maximise marketing activities from all aspects. The following are some examples of common procedures:


  • In-depth analysis: Understanding your company's existing market position and evaluating customer behaviour are key components of this marketing management approach.

  • Strategic planning: What direction does a company wish to take? What is its strategy for getting there? Following a market and consumer study, strategy will lay out a road map for the future.

  • Product development: In product development, marketing managers play a critical role. These experts assist in the creation of emotive, on-brand marketing when it comes to explaining the advantages of a product.

  • Implementation of strategies: Once potential initiatives and campaigns have been identified, it's time to put the necessary resources in place to get them off the ground.

  • Monitoring and control: It's critical to evaluate the performance of marketing plans and initiatives. It guides the planning and execution of future operations.

  • Future proof planning: Companies must also examine their goods and branding, as well as ways to increase revenues. They must begin new-product creation, testing, and launch based on their product positioning. Changes in global opportunities and challenges will also have to be factored into the plan. (from)


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Objectives of marketing management:


Each firm has predetermined goals, which are guided by marketing management goals. The following are the most fundamental and significant marketing management objectives:

"Objectives of marketing management" are; a) expanding customer base b) fulfilling customer demands c) making profits d) to boost sales e) maintaining good PR

Objectives of marketing management

  1. Expanding customer base


The primary goal of marketing management is to acquire new consumers in order to boost product sales. Various tactics are implemented to ensure that the largest number of clients are drawn to the company's products, such as placing advertisements on TV channels or social media, distributing brochures, and assembling a sales staff to show the items.



  1. Fulfilling customer demands


Another key marketing management goal is to retain customers who have been loyal to the company's products for a long time. Quality is important for this purpose, but good service is also important, such as timely product delivery and product delivery without damage.



  1. Making profits


A business would not be able to continue for long if it did not make a profit. Profit is the lifeblood of any business. It is important to make a profit in order to expand, diversify, and maintain a firm. 


What is market management, and why is it important for a firm to understand it? And how are these market goals gonna be met? The management team of a firm maintains marketing on track by delighting existing and loyal consumers while also recruiting new customers in order to maximise profit and development.


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  1. To boost sales


Another goal of marketing management is to increase marketing share as much as possible. Companies employ a variety of techniques to achieve maximum market sales of their products by comparing them to a market economy. Discounts are sometimes offered by businesses to entice clients. They occasionally create beautiful and unusual packaging and run promotions.



  1. Maintaining good PR


In order for a firm to prosper, it must have a good public image. If the firm has a positive public image, it will have more opportunities to expand and diversify, but if it has a negative image, it will not be able to exist. A company's reputation may be improved and made trustworthy for consumers through marketing.



Features of marketing management

Features of Marketing management" are; a) organising process b) consumer is the king c) forecasting d) planning and development e) building marketing structure f) bridge between company and consumers g) transparent communication h) evaluation of marketing plans.

Features of marketing management

  1. Organising Process:


Planning, organising, decision-making, forecasting, directing, coordinating, and regulating are all aspects of marketing management. Management, according to Stanley Vance, is the process of making and managing decisions. Every element of marketing, from recognising a customer's needs and wants through product planning, development, pricing, promotion, and distribution, necessitates planning, decision-making, coordination, and management.



  1. Consumer is the king:


Consumers are at the centre of all marketing efforts. The king is the consumer. The foundation of marketing operations is to "create what the market wants." The primary goal of content marketing is to acquire new consumers and maintain existing ones. The objective of marketing management is to turn potential consumers into real customers.


This is accomplished through meeting customers' requirements and desires by offering relevant goods and services that meet their desires at the correct time and through convenient channels.



  1. Forecasting:


The primary function of marketing is to identify the requirements and desires of customers. This necessitates the gathering, analysis, and reporting of data relevant to marketing operations on a regular and systematic basis. This aids management in comprehending the requirements, wants, preferences, and behaviour of consumers in relation to the firm's marketing mix initiatives. This aids in the predicting and planning of future actions.


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  1. Planning and Development:


Marketing is the process of planning and developing products and services. Organizations make a constant effort to design, create, and innovate products and services in order to satisfy changing consumer demand, taste, and preferences.



  1. Building Marketing Structure:


Marketing is more than just the sale and transfer of ownership of products and services from the manufacturer to the end user. However, it entails a number of tasks like market research, manufacturing, development, and innovation, advertising and promotion pricing, selling and distribution, customer relationship management, and after-sales support.


To get the best outcomes, all of these marketing functional areas must be well-planned, organised, and constructed. The marketing structure is determined by the size of the company, its geographic reach, the number of product lines, the type of the product, and the size of its consumers.



  1. Bridge between company and consumers:


All marketing activities are guided by the organization's overall goals. The marketer bridges the gap between the broader organisational goals of high profit and sales maximisation and the consumer's desire to have their needs met.



  1. Transparent communication:


A company's ultimate goal is to maximise sales volume and profit. This may be accomplished through product and service marketing and communication. This marketing management role allows the company to supply customers with product information.



  1. Evaluation of marketing plans:


Marketing management is in charge of overseeing marketing operations. Marketing management assesses the efficiency of marketing staff and strategies, as well as the efficacy of marketing operations. This procedure entails comparing actual results to the standard, detecting discrepancies, and taking remedial action. (Source)





While no one knows what the future normal's precise outlines will be, we do know that things will not return to their previous state. Marketers will need to keep a close eye on trends and indications, make radical changes in marketing strategies and investments, and adapt their organisations to the new environment.

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