Marketing Management
We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Thus, marketing management involves managing demand, which in the turn involves managing customer relationships.
Demand Management
Most people think of marketing management as finding enough customers for the company's current output, but this is too limited a view. The organization has the desired level of demand for its products. At any point in time, there may be no demand, adequate demand, irregular demand, or too much demand, and marketing management must find ways to deal with these different demand states.
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