Marketing

6The Scope of Marketing

Marketing plays an important role within an organization, with its scope expanding in recent years. It is important to understand where marketing appears within the entire management process in order to use marketing strategies most effectively.

Companies often have a management strategy that concerns itself with narrowing targets and meeting customer needs. Management strategies are developed through the analysis of internal and external environments, which includes looking at the current trends in the world and the company's current state. A general strategy, case‐by‐case strategies, and functional strategies are then decided based on that. A marketing strategy is an example of a functional strategy.

As marketing is treated as a functional strategy within the entire management framework, it ties in heavily with management strategy. In most cases, environmental analysis and strategy development equate to marketing strategy development itself. As such, in this book, we will be tackling strategy development as well as internal and external environmental analysis (see Part 4).