Marketing Management 3(2+1)

Lesson 03 : Marketing Management

Definition

The term "marketing management" is used more in referring to the marketing operations of manufacturers than to those middlemen. Marketing management can be practiced in any market.

Philip Kotler has defined marketing management:
"Marketing management is the analysis,planning implementation and control of programmes designed to bring about desired exchanges with target audiences for the purpose of mutual or personal gain. It relies heavily the adaptation andcoordination of productprice, promotion, and placeachieving effective respemonse."