What is Marketing Management?

One of the words frequently heard in today's business world is marketing and marketing management. In this article, we aim to briefly define marketing management.

In the book "Marketing Management" by Kotler and Keller, marketing management is defined as follows:

Marketing management is the science and art of selecting profitable target markets and attracting, retaining, and growing customers by creating, delivering, and communicating superior value to them.

Thus, it can be said that marketing is a broad and complex process in which, using market research methods, the desired product is identified and determined, and then produced according to customer demands.

In this context, topics such as advertising, branding, product pricing, product distribution, packaging, etc., are also part of marketing management, and the marketing management team must consider these factors for the success and sale of the product.

Marketing management is a process that must be executed as a team effort and is one of the prerequisites for the success of organizations in the business world.

Another important action in this field is market and customer segmentation. For success in the market and to present the product in the best possible way, the market and customers must be segmented based on correct patterns, which can be based on the sales market or customer demographics such as age, gender, education, occupation, etc.

In marketing management, the product life cycle is also discussed, including how long the product can remain in the market and continue to sell.

In any case, marketing management is a broad and highly branched topic, and to learn about it, one can participate in specialized courses or read recommended books in this field, such as the two-volume "Marketing Management" by Kotler and Keller, published by Nass Publications. This book is a good resource for learning these topics.