Marketing management is a business discipline focusing on the practical application of field techniques and the management of a firm’s related resources and activities.
Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm’s marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand by affecting their perception about the product or service.
The role of a marketing manager can vary significantly based on business’ size, corporate culture, and industry context. The discipline of marketing management often overlaps with the related discipline of strategic planning.