When promotional techniques are applied in a manner that is practical, the business discipline is referred to as marketing management. The activities and resources of a company associated with promotions are a major focus in this discipline. The responsible party in charge of customer demand, timing, and the influence of the level is a manager. This individual does not have a set role as the size of a company, the context of the industry and the corporate culture can change the duties included in that role. One of those roles can be as a general manager of the product assigned to him or her.

Marketing management encompasses a wide range of things based upon the size of the company. The basis of the idea of this kind of promotion control are resources and activities that build relationships with customers who are drawn to the company. As a reference, Keller and Kotler have a definition that encapsulates the delivery of services and products to customers. This is what makes this kind of marketing unique because the promotions require every aspect of a company to be involved in bringing customers in. Everything about a company influences customers to take part in the purchase of that company´s services and products.

The production of customers and seeking new and creative ways to bring in customers are the primary function of such management, and these two functions must be done exceptionally well to ensure that a company´s growth continues. In order to continue to grow with successful promotions, expenses have to be considered outside of those primary functions to save money while effectively using resources in order to expand a company´s profitability. The portion of a business that always maintains its creativity and uniqueness is the marketing management of that organization. It keeps the business fresh and alive.

It is important to be aware of the general perception of what marketing is for businesses outside of your business. Although we have discussed the creativity of marketing management, its broad scope and focus on the production and innovation of customers, there is a much more rigid perspective to what marketing management is, and this topic has become quite controversial to executives. Many promotional activities only include the formation of fliers and brochures, so to give a department that much more control would rock the boat. Meshing both the old ideas and new ideas of promotions will create a much broader use of these strategies while holding on to the traditional touch that is so often absent from campaigns.

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