Marketing Management

Why Marketing has a dominant role in modern organizations?

Regis McKenna "Marketing is Everything." 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."

According to Peter Drucker

"Because the purpose of business is to create customers, 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."

What is Marketing Management?

Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.

Influence of Marketing Managers

The influence of marketing managers in an organization varies according to type of organizations. For Example

P&G Highnoon Flextronics

The Marketing Controversy

Because many businesses operate with a much more limited definition of marketing, such statements can appear controversial, or even ludicrous to some business executives. This is especially true in those companies where the marketing department is responsible for little more than developing sales brochures and executing advertising campaigns.

In a broad spectrum

Any activity or resource the firm uses to acquire customers and manage the companys relationship with them comes under marketing management. For example, the finance department of a given company making pricing decisions.