Research paper on marketing management
Management is the function and process of managing an organization's marketing budget, personnel, and activities. In general, the goal of marketing management is to effectively and efficiently use resources to increase customer base, improve customer perceptions of the organization's products and services, and help the organization meet its goals and objectives as related to the marketing function. Marketing management is a far-reaching function that encompasses the management of every aspect of the marketing within an organization.
Research paper on service marketing
The role and scope of the marketing management function varies widely between organizations according to organizational characteristics (e. The use of a dancing bear in marketing efforts today might bring fleeting attention from potential customers, but would probably also result in earning the organization a negative reputation as well as the wrath of the aspca. Marketing managers today must be concerned with such concepts as branding, integrated marketing communications, marketing mix, and control systems for their sales ing management can be defined as the function and process of managing an organization's marketing budget, personnel, and activities.
In general, the goal of marketing management is to effectively and efficiently use the organization's marketing resources to increase customer base, improve customer perceptions of the organization's products and services, and help the organization meet its goals and objectives as related to the marketing function. The role and scope of the marketing management function varies widely between organizations based on organizational characteristics (e. Similarly, the role of the marketing manager in a small start-up company with only one product to sell is unlikely to be the same as that of the marketing manager in a large company or one with an established and varied product l marketing matter the size or type of the organization or the stage of its products or services, there are certain general classes of activities that marketing functions and their managers need to take into account in order to better help the organization meet its goals and objectives: analyzing the market and environment to determine how best to focus one's marketing efforts, determining what the optimal target market or market segment is for the particular market and environmental conditions, setting a marketing strategy and develop a marketing plan, determining the proper marketing mix for persuading potential buyers in the target market or segment to purchase the organization's products or services, and controlling the implementation of the strategy and plan.
To be optimally effective, a marketing manager needs to be constantly engaged in all phases of the process and with refining the marketing plan to better reflect the needs and realities of the real gh marketing has been viewed by some as a purely personality-driven set of activities whose objective is to persuade potential customers to purchase, it is much more than that. Marketing and the management of the marketing function, like other strategic functions within the organization, needs to be created based on a needs assessment and data analysis to determine what the needs of the market are and how best to position one's product or service to meet those needs. The collection and objective analysis of empirical data allow the marketing manager to make reasoned decisions as to the best way to market the products and services of the organization.
Based on the collection and analysis of data regarding the needs, wants, buying habits, and other characteristics of the target market, the marketing management team can then develop a marketing strategy that will best enable the organization to meet its marketing objectives. Number of factors impact the development of a unique strategy for an organization or product line and the development of a concomitant strategic marketing plan (see figure 2). For example, if an organization selling application software wishes to market itself as a vendor offering superior customer support, it could not do so honestly unless it either had sufficient staff with sufficient time on the payroll to offer such support or could affort to hire the extra personnel needed for such development of an effective marketing strategy must also take into account the market drivers for the industry.
Increasing reliance on cordless and mobile telephones, for example, might make it a poor strategy for a communications equipment company to focus on the development of more attractive housings for corded addition, marketing management must consider the nature of the competition in the marketplace to help determine whether or not a marketing effort is likely to be successful. Part of the strategic marketing effort is to decide how best to differentiate oneself from the competition and demonstrate that one's product or service is superior to those offered by the only must one consider the nature of the competition in the marketplace, one must also consider the stage of the market or the industry life cycle when developing a marketing strategy. Bill & american ment of breath becomes ing management is the function and process of managing an organization's marketing budget, personnel, and activities.
Bill & american ment of breath becomes rial marketing rial marketing international journal of marketing for industrial and high-tech lindgreen, anthony di your login details below. Impact factor measures the average number of citations received in a particular year by papers published in the journal during the two preceding years. Sjr uses a similar algorithm as the google page rank; it provides a quantitative and a qualitative measure of the journal’s more on journal example article on lides are short, 5-minute presentations in which the author explains their paper in their own in brief authors co-submit and publish a data article in data in brief, it appears on sciencedirect linked to the original research article in this ctive plot application lets readers explore data and other quantitative results submitted with the article, providing insights into and access to data that is otherwise buried in hing your article with us has many benefits, such as having access to a personal dashboard: citation and usage data on your publications in one place.
This free service is available to anyone who has published and whose publication is in rial marketing management provides theoretical, empirical and case-based research geared to the needs of marketing scholars and practitioners researching and working in industrial and business-to-business markets. Marketing management provides theoretical, empirical and case-based research geared to the needs of marketing scholars and practitioners researching and working in industrial and business-to-business markets. This comprehensive approach keeps readers abreast of the most timely data and current thinking necessary for better marketing decisions and strategy in global industrial and business-to-business markets.
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Copenhagen business school, : footprints, crossroads and sion deadline: 1 november innovation through strategic alliances in the context of b2b sion deadline: 30 september ive computing and big data analytics for data driven marketing decisions and bold innovation in high tech sion deadline: 15 november for special issue for special issue 's previous outstanding l issues published in industrial marketing l issue on innovation in networks - per freytag and louise l issue on co-opetition cooperation and l issue on integrating marketing and operations for business metrics – top social media is a recent list of 2017 articles that have had the most social media attention. Go here to learn more about plumx to manage innovation processes in extensive networks: a longitudinal study how to manage innovation processes in extensive networks: a longitudinal media research in the industrial marketing field: review of literature and future research directions social media research in the industrial marketing field: review of literature and future research 's in it for me?
