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Marketing management is the leadership, direction and control of marketing functions. Marketing is a diverse practice that includes any business capabilities that are designed to sell products and services. The following are common types of marketing management.
Marketing StrategyA position such as chief marketing officer responsible for developing and executing marketing strategy including elements of market research, branding, product development, operations, marketing communications, sales and customer service.
Strategic initiatives such as mergers & acquisitions, brand development, business transformation and new markets.Developing and defending valuable brands.Developing new products from concept to launch.
The customer-facing elements of product management that generate demand.International MarketingManagement of international distribution channels and operations.Creative & Promotion Marketing communications to customers such as advertising.Media RelationsTeams that engage media and influencers.
Customer service functions such as call center management.The process of satisfying customers, reducing churn and improving customer lifetime value. For example, management roles that look at the end-to-end customer experience to address root causes of customer dissatisfaction.
Management of core marketing processes, technologies and data.The process of generating leads, developing opportunities and closing sales.|
Type | | Definition | The leadership, direction and control of marketing functions. | Related Concepts | |
Marketing Management
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