10 papers analyzed
These studies suggest that marketing management involves strategic partnerships, customer focus, planning and innovation, and significantly impacts business performance and strategic decisions.
Marketing management has evolved significantly over the years, adapting to changes in economic conditions, technological advancements, and shifts in consumer behavior. This synthesis explores the current trends and responsibilities in marketing management, drawing insights from various research papers.
Strategic Partnerships and Customer Relationships:
Expanded Responsibilities of Marketing Managers:
Integration with Strategic Management:
Marketing Management Functions:
Industrial and High-Tech Marketing:
Critique of Traditional Marketing Theory:
The role of marketing management has expanded beyond traditional functions to include strategic partnerships, comprehensive market analysis, and integration with strategic management. Modern marketing managers must balance artistic creativity with scientific analysis to effectively plan and execute marketing strategies. Additionally, there is a need for marketing theory to evolve and better address the diverse needs of different market environments, including services and B2B sectors.
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