The Marketing Management Process

The Marketing Management Process

Definition

  • Marketing Management is the analysis, planning, implementation, and control (APIC) of programs designed to achieve desired exchanges with target markets to meet organizational objectives (Kotler, 1980).

Distinct Components (AMMPOIEC)

  1. Analysis

    • Evaluate the environment, competition, and organization (ECO) to identify marketing opportunities.

  2. Market Study

    • Identify distinct market segments.

  3. Marketing Strategies

    • Develop strategies tailored for chosen market segments.

  4. Planning

    • Create detailed plans for marketing programs and activities to meet strategic objectives.

  5. Organization and Implementation

    • Organize and implement a network of marketing activities.

  6. Evaluation and Control

    • Assess all marketing activities for effectiveness.