Marketing management is the organizational discipline that focuses on the practical application of marketing orientation, techniques and methods within companies and organizations and in the management of a company's marketing resources and activities.
The marketing direction uses tools of economics and competitive strategy to analyze the context of the industry in which the company operates. These include Porter's five forces, strategic competitor group analysis, value chain analysis, and others.
Depending on the industry, the regulatory context may also be important to examine in detail.
In competition analysis, vendors build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses through the SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of benefits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry development, and other factors .
