Principles of Marketing, 17/e

Managing the Marketing Effort and Marketing Return on Investment

Author Comment

So far we’ve focused on the marketing in marketing management. Now, let’s turn to the management.

Managing the Marketing Effort

In addition to being good at the marketing in marketing management, companies also need to pay attention to the management. Managing the marketing process requires the five marketing management functions shown in Figure 2.6—analysis, planning, implementation, organization, and control. The company first develops company-wide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through ...