Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketers also attempt to track these segments perceptions of the various products in the market using tools such as perceptual mapping.
Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product .
From this scope of marketing management is quite broad. The implication of such a definition is that any activity or resource the firm uses to customers and manage the company's relationships with them is within the purview of marketing management. Additionally, the definition encompasses both the development of new products and services and their delivery to customers.
This is especially true in those companies where the marketing department is responsible for little more than developing sales brochures and executing advertising campaigns. marketing management therefore encompasses a wide variety of functions and activities, although the marketing department itself may be responsible for only a subset of these.