What is marketing management?
Posted: Tue Apr 22, 2025 5:19 am
According to the Marketing Accountability Standards Board , the official definition of marketing management is:
"The process of establishing an organization's marketing objectives (taking into account internal resources and market opportunities), planning and executing activities to achieve those objectives, and measuring progress toward their achievement."
In simpler terms, it's the management of everything that contributes to driving marketing and sales within the company. This means creating and implementing a program, then quantifying the results so that the company reaches, communicates with, and converts its target market.
What are the objectives of marketing management?
The two main objectives of marketing management are to maximize the company's market share in the overall industry, as well as customer satisfaction within their market share.
Increase in market share
Market share is a benchmark measure of your company's share of your rcs data france industry or product category. Because of this, it can be used as an indicator of your marketing and sales performance relative to your competitors (although profits and other financial aspects make market share a poor indicator of your competition's overall success).
Increasing market share is an important marketing goal because it demonstrates your brand's influence in the market. A larger and growing market share can mean:
you have managed to reach and win a large portion of your potential customers.
existing customers repurchase enough products for new customers to create positive net customer growth.
your brand or product has a positive and growing reputation in the industry.
And of course, all of this can be a sign of revenue growth and other important goals for the business as a whole.
"The process of establishing an organization's marketing objectives (taking into account internal resources and market opportunities), planning and executing activities to achieve those objectives, and measuring progress toward their achievement."
In simpler terms, it's the management of everything that contributes to driving marketing and sales within the company. This means creating and implementing a program, then quantifying the results so that the company reaches, communicates with, and converts its target market.
What are the objectives of marketing management?
The two main objectives of marketing management are to maximize the company's market share in the overall industry, as well as customer satisfaction within their market share.
Increase in market share
Market share is a benchmark measure of your company's share of your rcs data france industry or product category. Because of this, it can be used as an indicator of your marketing and sales performance relative to your competitors (although profits and other financial aspects make market share a poor indicator of your competition's overall success).
Increasing market share is an important marketing goal because it demonstrates your brand's influence in the market. A larger and growing market share can mean:
you have managed to reach and win a large portion of your potential customers.
existing customers repurchase enough products for new customers to create positive net customer growth.
your brand or product has a positive and growing reputation in the industry.
And of course, all of this can be a sign of revenue growth and other important goals for the business as a whole.